EU Proposes New Legislation on Green Claims to Stop Greenwashing

Greenwashing has become a pressing issue that demands prompt solution. According to the data from European Commission, there are 230 kinds of green or sustainability labels in the EU, e.g., “100% ECO”, “Green”, “ECO FRIENDLY”, etc. The proliferation of these labels has made consumers difficult to determine the environmental performance of products and companies. What’s worse, as disclosed by the Commission, 53.3% of green claims are vague, misleading, or with unfounded information, and 40% lack supporting evidence, resulting in very low consumer trust.