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ARTICLE · 05 MAY 2023

Greenwashing In The EU

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The practice of greenwashing, marketing or advertising claiming inaccurately that a product or business has a positive or neutral environmental impact, has become a growing issue in the EU.

European UnionEnvironment
Matti Lindberg
Matti Lindberg
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New EU legislation laying down minimum requirements

What is greenwashing and why is it problematic?

The practice of greenwashing, marketing or advertising claiming inaccurately that a product or business has a positive or neutral environmental impact, has become a growing issue in the EU. According to a 2020 study by the European Commission (the Commission), over 50% of the examined environmental claims in B2B or B2C advertising or marketing were found to be vague, misleading and even completely unfounded. In a sweep made by the Consumer Protection Cooperation Network (CPC) the same year, it was found that almost 60% of the traders did not provide sufficient information to enable the consumer to judge the accuracy of an environmental claim.

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