About
The EU Commission introduced its proposal for a "Green Claims Directive" on March 22 2023, with the aim of combating "greenwashing" - the practice of misleadingly marketing products or services as environmentally friendly.
The proposal aims to establish clear standards for presenting and labeling environmental claims on products and in advertising, making it easier for consumers to understand the meaning of such claims. The proposed guidelines stipulate that environmental claims should be clear, visible, easy to understand, comparable, and relevant to the product or service being offered. Moreover, the claims must be accurate, objective, and supported by reliable and relevant documentation based on life cycle assessments that consider the product's entire production, use, and disposal. The proposal also includes requirements for these claims and labels to be checked by an independent and accredited verifier. Furthermore, the proposal sets forth new regulations for the governance of environmental labeling schemes, ensuring that they are solid, transparent and reliable.
Who does it impact?
The proposal is aimed at everyone who offers products and services to consumers in the European market.
Status: In progress
Launched by the European Commission in March 2023. The proposal was approved by the European Parliament and Council in mid‑2024, and trilogue negotiations began in January 2025 but were paused after the Commission in June 2025 announced its intention to withdraw the proposal. Strong consumer‑protection rules on green claims will however take effect from September 2026 under the Green Transition Directive.
Relation to other initiatives and regulations
The proposal is part of the European Green Deal and is the third package of proposals on circular economy.
Thommessen's comments
In recent years, the Norwegian Consumer Authority has developed quite comprehensive guidelines for the use of green claims and intensified its focus on greenwashing, taking regulatory actions against companies that make misleading environmental claims, including imposing fines and requiring changes to their marketing practices. While the rules outlined in the proposal to a great extent align with the general guidelines of the Norwegian Marketing Control Act, the proposal seeks to harmonize and advance these regulations at the EU level.
It is therefore important for businesses to ensure that any environmental claims they make complies with applicable regulations and is supported by objective and verifiable evidence.
The Ministry of Children and Family Affairs has recently sent the proposal for consultation in Norway. The deadline for consultation responses is August 15th.