The agreement updates the existing EU list of banned commercial practices and adds to it several problematic marketing habits related to greenwashing and early obsolescence of goods. The aim of the new rules is to protect consumers from misleading practices and help them make better purchasing choices.

What will be banned?

Negotiators from Parliament and Council agreed to proscribe the following:

• generic environmental claims, e.g. “environmentally friendly”, “natural”, “biodegradable”, “climate neutral” or “eco”, without proof of recognised excellent environmental performance relevant to the claim;
• commercial communications about a good with a feature that limits its durability if information is available on the feature and its effects on the durability;
• claims based on emissions offsetting schemes that a product has neutral, reduced or positive impact on the environment;
• sustainability labels not based on approved certification schemes or established by…