What is the EU Green Claims Directive?
The EU Green Claims Directive is upcoming legislation that will require businesses to substantiate any environmental claims they make in marketing. No more vague terms like "eco-friendly" or "sustainable" without proof.
Expected to take effect in 2026, this directive directly targets greenwashing, the practice of making misleading environmental claims to appear more sustainable than reality.
Why This Matters for Fashion
Fashion is particularly affected because:
- 53% of environmental claims in fashion are vague or unsubstantiated (EU study, 2024)
- Terms like "conscious collection" and "sustainable" are used without standardized meaning
- Consumers can't distinguish genuine sustainability from marketing spin
Key Requirements
Claims Must Be Specific
Generic claims like "eco-friendly" will require clarification. Brands must specify:
- Which environmental aspect they refer to (carbon, water, waste)
- The scope (entire product, specific component, packaging)
- The basis for comparison (vs. previous version, industry average)
Evidence Must Be Scientific
Claims must be backed by:
- Recognized scientific evidence
- International standards where applicable
- Third-party verification for significant claims
Labels Must Be Verified
Environmental labels and certifications must:
- Be based on certification schemes
- Be verified by independent third parties
- Meet minimum transparency requirements
Examples of Non-Compliant Claims
"Made with natural materials"
Problem: Doesn't specify which materials or what percentage.
"Sustainable fashion"
Problem: Vague term without measurable criteria.
"Eco-friendly packaging"
Problem: Doesn't explain how it's better for the environment.
Examples of Compliant Claims
"Contains 60% recycled polyester certified by GRS"
Compliant: Specific percentage, named certification.
"Carbon footprint 40% lower than our 2020 baseline"
Compliant: Specific metric, clear comparison point.
"GOTS certified organic cotton"
Compliant: Third-party verified certification.
Penalties for Non-Compliance
Member states will set penalties, but expect:
- Significant fines based on company turnover
- Mandatory corrective advertising
- Product or advertising bans
- Exclusion from public procurement
How Digital Traceability Helps
Digital traceability systems like Provinium help substantiate claims by:
- Linking products to certification records
- Providing verifiable supply chain data
- Enabling consumers to verify claims via QR scan
- Creating audit trails for regulatory review
Preparing Now
Step 1: Audit Current Claims
Review all marketing materials for environmental claims. Identify which can be substantiated and which need revision.
Step 2: Gather Evidence
Collect documentation for legitimate claims: certifications, supplier data, lifecycle assessments.
Step 3: Implement Verification
Use digital tools to connect products to their sustainability evidence, making claims verifiable.
Conclusion
The Green Claims Directive rewards genuine sustainability and punishes greenwashing. Brands with real environmental investments will finally be able to differentiate from competitors making empty claims.
The time to prepare is now. Build the evidence base and verification systems before the deadline arrives.