Green Claims Directive: what does it mean for you?
Sustainability has become increasingly important for consumers and companies. But how do you know whether a product or service is truly sustainable, or whether it only seems that way? The answer to that question is coming closer with the Green Claims Directive of the European Union.
What is the Green Claims Directive?
The Green Claims Directive, also known as the Green Claims Collective, is a proposal from the European Commission to combat greenwashing. Greenwashing means that companies present themselves as more sustainable than they really are. For example, by using misleading terms such as “green”, “eco” or “climate neutral” without clear substantiation.
According to the new directive, companies must be able to substantiate their environmental claims with scientific evidence. The claims must also be checked by an independent party before they can be communicated to consumers. This applies to voluntary claims, in addition to existing labels such as the EU Ecolabel.
What does this mean for consumers?
For consumers, this means more clarity and trust. If you buy a product with a claim such as “100% CO₂ neutral production”, you can be sure that there is evidence for it. No vague marketing story, but transparent and verifiable information. That is good news for everyone who wants to make conscious choices and contribute to a more sustainable world.
Why is this EU directive necessary?
Research by the European Commission in 2020 showed that 53.3% of environmental claims on products in the EU were considered vague, misleading or unfounded. In addition, 40% of the claims were not supported by evidence. This means that almost half of the companies that make green claims do so without substantiation. In addition, there are currently more than 230 different environmental labels in use in Europe, many of which have no clear control or transparency.
The result? Consumers become confused and no longer know what to trust. And that undermines the efforts of companies that do take sustainability seriously. That has to change – and that is exactly why the Green Claims Directive is being introduced.
What is the current status of the Green Claims Directive?
The directive and legislation are currently still in the negotiation phase. The Council of the EU and the European Parliament still have to agree on the final content. The Council published its comments in June 2024, and is now waiting for the new European Parliament to meet later in 2025 to further discuss the directive. The Green Claims Directive is expected to be further discussed in late 2024 or early 2025.
Greenjobs.nl and greenwashing
At Greenjobs.nl, we stay well away from greenwashing. Transparency and honesty are our top priorities. All vacancies on our platform are aimed at work that contributes to a better world – whether that concerns sustainability, impact, circular economy or social equality. We take a critical look at who is allowed to post vacancies on our platform, and consciously choose organizations that take this seriously.
We sincerely hope that this law against greenwashing will be passed. There is hope that organizations will not wait until 2026 to be honest about their impact and footprint. Companies can already take steps against greenwashing by communicating openly and transparently about their sustainability efforts – with substantiation.
Questions about how sustainable Greenjobs.nl itself is? We are always open to a conversation. Feel free to send a message via team@greenjobs.nl – we are happy to tell you more about our choices, approach and impact.
