- Manufacturers need to revise their marketing strategies and perhaps product designs to comply with the EU’s new anti-greenwashing laws.
- Accurate information on product durability and sustainability credentials will be a legal requirement.
- The rules aim to foster better consumer choices, but they add layers of complexity for manufacturers in compliance and product design
The European Parliament and Council have provisionally agreed on regulations to curb misleading marketing practices. This update enhances the existing EU list of banned commercial activities, specifically targeting greenwashing and planned obsolescence in manufactured goods. The aim is to provide businesses and consumers with more reliable information, thereby improving purchasing decisions.
What Will Change?
After negotiations, the following have been agreed upon:
- Banned Marketing Terms: Terms such as “eco-friendly,” “natural,” or “sustainable” must be backed by verified environmental performance metrics relevant to the claim.
- Designed Obsolescence: If a product contains a feature intentionally limiting its lifespan, this information must be disclosed.
- Sustainability Labels: Only labels based on approved certification schemes or established by public authorities will be valid.
- Product Durability: Claims about a product’s durability in terms of usage time or intensity must be substantiated.
- Premature Replacement: Manufacturers cannot suggest replacing consumables like printer ink prematurely.
- Software Updates: Updates must not be presented as necessary unless they address security or functional issues.
- Repairability: Products cannot be marketed as repairable unless they genuinely are.
New Label for Extended Guarantee
A new, standardized label will highlight products with extended guarantees. It is claimed that this will make it easier for buyers to recognize higher-quality goods that are designed to last longer.
“This agreement benefits both businesses and consumers. Many are unaware that a legal two-year guarantee comes standard with all products in the EU. Now, in-store reminders and, in some cases, packaging labels will make this clear. The new extended guarantee label will also make durable products more recognizable. Additionally, we are eliminating misleading environmental claims, which must now be substantiated.”
Biljana Borzan, EU Parliament rapporteur
Next Steps
The final approval from both the Parliament and the Council is pending, with a vote expected in November. Upon enactment, EU member states will have 24 months to implement these new anti-greenwashing regulations into their national laws.
- Manufacturers need to revise their marketing strategies and perhaps product designs to comply with the EU’s new anti-greenwashing laws.
- Accurate information on product durability and sustainability credentials will be a legal requirement.
- The rules aim to foster better consumer choices, but they add layers of complexity for manufacturers in compliance and product design
