Our view on the EU’s environmental claims directives: transparency and increasing complexity

The new EU directives regarding environmental advertising claims – do they primarily create transparency, or do the complex regulations carry the risk that companies will withdraw from voluntary climate action? Find out the perspectives of some of ClimatePartner’s experts below. 

Dr Ilona Kautz-Wieczorek, Head of Legal:

"From a legal perspective, it is not yet possible to make a final statement on the new regulatory requirements, as the EU legislative process has not yet been completed. The directives then still have to be transposed into national law by each member state. However, ClimatePartner is following the process closely and is keeping an eye on possible key requirements of the expected directives. In principle, standardised regulations are always to be welcomed, and the EU's current legislative plans provide the necessary legal certainty. However, it is also important that companies are not confronted with unnecessarily high bureaucratic hurdles in their commitment to voluntary climate action. The revision of the Green Claims Directive in mid-February was a step in the right direction.” 

Dennis Uieß, Head of Research & Development:

"With the Green Claims Directive and the Empowering Consumers Directive, legislation is currently being developed at the EU level to regulate, among other things, advertising with environmental claims. The creation of standardised rules and requirements in this area is a great opportunity, as it will provide clarity for consumers and much greater certainty for companies to transparently communicate their climate action. However, a sense of proportion is needed, as regulation must not lead to businesses withdrawing from their voluntary commitments. On the contrary, positive incentives are needed for companies to accelerate the transition to net zero.”

Eva Rössler, Head of Corporate Communications:

"ClimatePartner welcomes regulations that help to make environmental claims more transparent, understandable, and standardised for consumers. In April last year, we decided to phase out the “carbon neutral”' label, as there is no uniform definition or understanding of the term. However, it is important that companies continue to have the opportunity to draw consumers’ attention to their climate action measures, as this is a key incentive for their voluntary commitments. At the same time, if the underlying criteria are clear, labels provide good guidance for consumers. With our solutions “ClimatePartner certified” and the "Financial climate contribution", we are therefore focusing on transparency and showing the complete climate action journey of a company with just one click – from the carbon footprint, to reduction targets and measurements, and information on supported climate projects.“