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New EU Legislation Enhances Consumer Trust in Eco-Friendly Products

In a significant move towards promoting sustainability, the European Union has introduced new legislation that significantly bolsters the EU Ecolabel’s credibility and impact. The legislation integrates the EU Ecolabel into multiple regulatory frameworks, ensuring its status as a trustworthy certification for environmental excellence. This initiative aims to simplify consumer decisions, foster market competition, and combat misleading eco-claims.

Strengthening Consumer Confidence

The EU Ecolabel’s integration into new legislative frameworks promises to address consumer concerns about the credibility of eco-friendly products. With increasing consumer awareness and demand for sustainable options, the EU Ecolabel’s enhanced status assures buyers that their choices align with genuine environmental benefits. This development is particularly timely, as a recent Eurobarometer poll highlighted that 73% of consumers prioritize environmental impact when making purchasing decisions.

Supporting Sustainable Business Practices

For businesses, aligning with the EU Ecolabel provides a competitive edge and ensures compliance with stringent environmental standards. The new legislation prohibits the use of vague or unsubstantiated environmental claims, mandating that only labels with verified certification can be used. This move is expected to weed out less credible labels, creating a level playing field for businesses committed to genuine sustainability.

Comprehensive Legislative Integration

The legislation encompasses several key directives:

  1. Directive on Empowering Consumers for the Green Transition: This directive bans the use of non-certified sustainability labels and generic environmental claims, ensuring that only rigorously verified products carry such labels.
  2. Directive on Green Claims: This proposed directive sets strict guidelines on how environmental claims should be communicated and substantiated, further cementing the EU Ecolabel’s position as a reliable indicator of environmental performance.
  3. Ecodesign for Sustainable Products Regulation: The integration of the EU Ecolabel into this regulation provides a robust framework for eco-design requirements, easing the compliance burden on manufacturers and promoting sustainable product development.

Combating Greenwashing

The new legislation is a crucial step in combating ‘greenwashing,’ where companies make misleading claims about the environmental benefits of their products. By setting clear standards and requiring rigorous certification, the EU aims to ensure that only products with proven environmental benefits can be marketed as eco-friendly. This transparency is expected to increase consumer trust and encourage more businesses to adopt sustainable practices.

Economic and Environmental Impact

The EU’s approach not only benefits the environment but also supports economic growth by promoting a competitive market for sustainable products. Businesses that invest in the EU Ecolabel can expect increased consumer trust and market share, while consumers gain access to reliable information to make environmentally responsible choices.

Future Prospects

As the EU continues to lead global efforts in environmental sustainability, the new legislation serves as a model for other regions aiming to enhance consumer trust and promote sustainable practices. By fostering a transparent and competitive market, the EU is paving the way for a more sustainable future, where consumers and businesses work together to achieve common environmental goals.

For more information on the opportunities available to businesses with the EU Ecolabel and green legislation, the European Environment Bureau and the European Consumer Organisation recently organised a webinar titled “Surfing Green Policies: Opportunities for Sustainable Businesses.” This event provided valuable insights into the EU sustainability landscape, offering businesses a roadmap to navigate and thrive in an increasingly eco-conscious market.


The EU’s new legislation marks a significant milestone in the journey towards a greener, more sustainable future. By enhancing the credibility of the EU Ecolabel and setting stringent standards for environmental claims, the EU is empowering consumers and businesses alike to make informed, environmentally responsible decisions. This initiative not only supports the EU’s green transition but also sets a global benchmark for sustainable practices.

More information: Environment page


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