EU to Fight Rogue Climate Claims in Greenwashing Push
- Companies would have to ensure ads are backed up by science
- Rules would work alongside the EU’s own ecolabel requirements
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The European Union’s executive branch will put forward measures to tackle misleading climate claims by companies, stepping up its efforts to curb widespread greenwashing in product advertisement.
EU countries will have to ensure that environmental assertions made by companies about their products are backed by scientific evidence, according to draft European Commission proposals seen by Bloomberg. Under the plans, firms that want to tout the positive climate aspects of their offerings also have to highlight the detrimental effects.