The European Union's new anti-greenwashing directive, known as the Empowering Consumers for the Green Transition (ECGT), will take effect on September 27, enforcing stricter guidelines for environmental claims made by consumer products across member states. The directive, formally called Directive (EU) 2024/825, prohibits generic environmental claims that lack substantial evidence, impacting the personal care and beauty sector by regulating the veracity of sustainability communications.
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Under the ECGT Directive, companies must ensure that sustainability labels are based on third-party verified certifications. Additionally, environmental benefit claims will face increased scrutiny, and vague descriptors like “green” or “eco-friendly” will no longer be acceptable without adequate support.
Viktoria Potko, global communications and PR manager at the International Natural and Organic Cosmetics Association (Natrue), discussed the impending changes, noting that the directive aims to enhance transparency and bolster consumer confidence. She emphasized the importance of the directive in promoting accountability in environmental messaging within an industry marked by complex supply chains.
The ECGT Directive was officially enacted on March 26, 2024, with enforcement and penalties commencing on September 27. Following this, companies must ensure their environmental claims are explicit and well-supported, eliminating broad statements that could mislead consumers. For instance, claims regarding a product's climate impact cannot rely solely on carbon offsets outside the product's lifecycle.
Potko highlighted the directive's significance for enabling consumers to differentiate between genuine sustainability efforts and unsubstantiated marketing language. The regulations encourage brands to invest more in data collection, traceability, and credible certification.
Changes in consumer marketing will likely push companies towards clearer and more specific sustainability communications. Potko anticipates that brands will need to sharpen their focus on environmental performance throughout product development, optimizing areas such as ingredient sourcing and packaging materials.
To comply, brands should begin reviewing environmental claims across their communications. Clear definitions and evidence for each claim are essential, especially for those concerning specific components rather than the entire product. The directive also requires that any projections regarding future environmental performance be backed by verifiable, measurable commitments.
Certification schemes that satisfy the directive's criteria will play a crucial role. Potko stated that reputable certifications must offer transparent criteria, evidence of compliance, and independent verification, with self-declared sustainability claims facing stricter limitations.
Ultimately, while the ECGT Directive is a significant move towards greater sustainability accountability in the cosmetics industry, Potko cautioned that it should not be regarded as a standalone solution to emissions reduction. The directive will enhance the credibility of environmental communications, but meaningful climate progress will depend on the industry's overall efforts towards reducing emissions. Potko concluded by stating the principles of credible and transparent communication could extend beyond the EU, helping to unify sustainability regulations globally.