Crisp News: EU to Ban “Climate Neutrality” and Improve Consumer Information on Product Durability
What will be banned, the significance of guarantee information, and what the provisional agreement means for the broader fashion industry
Welcome to the latest issue of The Crisps, your newsletter on anti-greenwashing and honest fashion communication. In this issue, we delve into a groundbreaking development that promises to reshape the way fashion and other sectors communicate their sustainability efforts and product durability to consumers.
Wondering why you’re receiving this issue? You’re right, we wanted to publish the pro-issue on social life cycle assessments this week. But we had some news to share that just couldn’t wait!
The EU Parliament and Council have reached a provisional agreement on new rules to ban misleading advertisements and provide consumers with better information about the products they purchase. In a world where greenwashing and misleading marketing tactics have often clouded the fashion industry's commitment to sustainability, the European Union (EU) is taking a momentous step forward.
So in this issue, we explore the critical details of this game-changing agreement, highlighting what will be banned, the significance of guarantee information, and the broader implications for the fashion industry's communication strategies. We'll delve into how these progressive measures are set to revolutionize the way consumers make choices and how businesses market their products.
What's Being Banned?
The agreement1 reached between the EU Parliament and Council targets several misleading practices, including:
🔸 Generic Environmental Claims: Phrases like "environmentally friendly," "natural," "biodegradable," "climate neutral," or "eco" will be banned unless accompanied by concrete evidence of excellent environmental performance.
🔸 Product Durability Limitations: Goods with features that intentionally limit their durability will face restrictions on marketing if information about these limitations and their effects on durability is available.
🔸 Emissions Offsetting Claims: Claims that a product has a neutral, reduced, or positive environmental impact based on emissions offsetting schemes will no longer be allowed.
🔸 Sustainability Labels: Sustainability labels must be based on approved certification schemes or established by public authorities to ensure credibility.
🔸 Durability Claims: Claims about the durability of products in terms of usage time or intensity under normal conditions must be substantiated.
🔸 Encouraging Premature Replacement: Encouraging consumers to replace consumables like printer ink cartridges earlier than necessary will be prohibited.
🔸 Software Updates: Presenting software updates as necessary when they only enhance functionality features will be disallowed.
🔸 False Repairability Claims: Misrepresenting goods as repairable when they are not will also be banned.
Highlighting Extended Guarantee
One significant aspect of this development is the effort to make guarantee information more visible to consumers. Many are unaware that all products in the EU come with at least a two-year guarantee. Additionally, the EU Commission will design a new label for producers who extend the guarantee period free of charge. This label will help consumers identify products designed for longevity.
The Significance
This move is a direct response to long-standing concerns about greenwashing and misleading sustainability claims. It aims to empower consumers by providing them with accurate information and promoting responsible consumption choices.
Consumer Impact
Consumers can expect to see positive changes, including:
🔸 Clearer information on product guarantees.
🔸 More transparent and substantiated environmental claims.
🔸 A reduction in false advertising related to product durability.
🔸 Greater awareness of the importance of product longevity.
What’s next?
It requires final approval from both the EU Parliament and Council before the provisional agreement will become law. The vote by Members of the European Parliament (MEPs) is expected to take place in November 2023. Once the directive is in force, member states will have 24 months to incorporate the new rules into their laws.
Going Beyond Greenwashing
The EU is taking a strong stance against greenwashing, aiming to eradicate untrustworthy claims. However, the fight against misleading practices is not over. Additional laws, such as the Green Claim Directive and the Carbon Removal Certification Framework, are being proposed to further ensure transparency and accountability in the industry.
These measures signify a shift towards responsible marketing and consumer empowerment within the fashion industry. By banning deceptive practices, the EU is setting a precedent for the global fashion sector to prioritize transparency, durability, and sustainability in its communications and product offerings.
The era of savage and populist greenwashing is somewhat coming to an end, and consumers can look forward to more accurate and ethical information when making their fashion choices.
What’s up in next week’s edition of The Crisps?
Even though we squeezed this issue in, we’re sticking to our promises and will send out the pro-issue on Social Life Cycle Assessments next week. Plus, we’re diving into the intricate world of chemicals in fashion and the prevalent greenwashing surrounding their communication.
Stay tuned as we uncover the complexities of this critical topic, providing you with the knowledge to make informed choices in the ever-evolving fashion landscape. Until then, keep your curiosity alive and your commitment to sustainability strong.
Best,
Tanita & Lavinia
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Disclaimer: The content and opinions presented in The Crisps newsletter are for informational purposes only and do not constitute legal, ethical, or professional advice. The Crisps does not endorse any specific brands or products mentioned in its content.
European Parliament (2023). EU to ban greenwashing and improve consumer information on product durability. https://www.europarl.europa.eu/news/de/press-room/20230918IPR05412/eu-to-ban-greenwashing-and-improve-consumer-information-on-product-durability (accessed online 21.09.2023)