_“If we do not start consuming more sustainably, we will not achieve our European Green Deal goals — it is as simple as that.” — Didier Reynders, EU Commissioner for Justice_ The EU Greenwashing Ban, enacted on 28 February 2024, is a crucial component of the [[EU Green Deal]]. The ban establishes 'environmental due diligence', requiring companies to provide solid, up-to-date scientific evidence for any environmental claims. This directive aims to protect consumers from misleading practices and stimulate genuine sustainability efforts. The ban emerged from a 2020 Commission study revealing that over half of environmental claims were vague, misleading, or unfounded.[^1] This led to the proposal to update EU consumer rules in March 2022, resulting in this legislation. ## Key Provisions - Prohibits generic environmental claims without evidence. - Bans misleading compensation claims. - Requires support for certification schemes for sustainability labels. - Mandates comprehensive lifecycle impact data for environmental claims. - Initially targets large companies before extending to smaller businesses. ## Implementation Timeline Member States have until February 2026 to incorporate the directive into national legislation. This approach allows for: - Binding results across all 27 EU member states - Flexible national implementation strategies - Consider local legal frameworks and situations. ## Industry Impact The directive requires fundamental changes in: - Ingredient sourcing documentation - Product lifecycle assessments - Sustainable packaging verification - Marketing claim substantiation [^1]: European Commission. 2021. ‘Screening of Websites for ‘greenwashing’: Half of Green Claims Lack Evidence’. Text. European Commission - European Commission. 28 January 2021. [https://ec.europa.eu/commission/presscorner/detail/en/ip_21_269](https://ec.europa.eu/commission/presscorner/detail/en/ip_21_269).