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April 07, 2023 2 min read

Greenwashing Be Gone!

Did you know that words like 'natural' and 'green'are free game when it comes to marketing?

Perhaps this is why more than half of green claims by European companies were found to be vague, misleading, and unsubstantiated - That is, until now!

The European Commission is saying bye-bye to greenwashing with a new set of rules called ‘Directive on Green Claims’. 

What will these rules mean for consumers? Keep reading to find out!

What is Greenwashing

If you haven’t heard this term before, the definition is simple - Greenwashing is when companies use ‘green’ centred marketing to mislead consumers into thinking their products are environmentally friendly. 

As we mentioned above, words that we associate with earth-friendly products aren’t regulated in most parts of the world and therefore, are often used by large companies to promote less-than-eco products to a growing eco market. 

Europe’s New Rules

While we are aware of greenwashing in marketing, it doesn’t make the marketing ploys any less confusing. Of course, thanks to Europe’s new rules, European consumers should now have a much easier time choosing eco-friendly products. 

The objective of the new rules is to provide consumers with more clarity and reassurance when purchasing their goods while putting an emphasis on verifiable information. 

To do this, minimum requirements for businesses will be set in place around their ‘green claims’. Companies will not only need to ensure the reliability of their claims but independently verify and provide scientific evidence for said claims. 

The new rules will also tackle the use of private environmental labels (currently about 230 labels in use) to reduce confusion. Labelling schemes will need to be developed at an EU level and must be transparent, reliable, independently verified, and will be subject to regular review. Woohoo!

Goodbye Greenwashing

It’s safe to say this proposal is exciting news for eco-conscious consumers, and while the rules currently only apply to European companies, we are hopeful for more clarity on labels worldwide!

Problems like greenwashing are why we are so dedicated to making earth-friendly choices accessible in Australia. With so many well-worded marketing campaigns and confusing ingredient lists, we strive to bring you peace of mind with carefully selected and tested Australian & NZ products. 

Want to know more about our mission to banish greenwashing? Check out our sustainability values here and rest assured you’re making the best eco-friendly choices!

Thanks for tuning in GFZ's! If you loved this story we think you'll also love this one about the Ozone Layer Making A Comeback, such a goodie for the eco-soul! 


Until next week, 

Much love, GFZ team xx 

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