The EU Green Claims Directive aims to protect consumers from misleading marketing practices and help them make better purchasing choices.

Under the Directive:

• Generic environmental claims and other misleading product information will be outlawed
• Only sustainability labels based on approved certification schemes or established by public authorities will be allowed
• Guarantee information has to be more visible and a new guarantee extension label will be introduced

The directive was overwhelmingly adopted on Wednesday 17th January 2024, with 593 votes in favour, 21 against and 14 abstentions, and it will now go for Council approval.  Once granted, there is likely to be a 24 month period before it enters into law.

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