On March 12th, the European Parliament voted in favor of adopting the “Green Claims” directive, marking a significant step in the fight against greenwashing in the fashion industry and beyond. Initially proposed by the European Commission in the spring of 2023, this directive aims to counter deceptive marketing practices that have been misleading consumers for years.


Transitioning to Green to Empower Consumers

According to Cyrus Engerer, rapporteur of the European Parliament’s Committee on the Environment, it is imperative to put an end to sustainability-focused marketing policies that lack concrete evidence. The directive will require businesses to substantiate the veracity of their sustainability claims, banning the use of generic slogans such as “eco-friendly” or “sustainable” if not supported by evidence.

The “Green Claims” directive, formally known as directive 2024/825/EU, came into effect on March 26th, 2024, as part of a broader regulatory framework initiated in 2022 to empower consumers and make them active participants in the green transition.


Objectives of the Proposal

The reasons behind this directive are backed by research from the European Commission, which has identified a widespread lack of transparency among ecological brands in the Union. In fact, 53.3% of examined environmental statements were found to be vague or misleading, while 40% lacked concrete evidence. The directive aims to address these shortcomings by ensuring that environmental claims are verified by independent third parties.

Furthermore, the directive stipulates that Member States cannot introduce new environmental labeling systems that are not compliant with EU law, while existing systems must adapt to the new provisions.

Finally, the directive clarifies two fundamental concepts: the environmental certification system, which verifies product compliance with specific requirements, and the role of the “third party“, an independent entity that conducts verifications. Any connection between the third party and the company seeking certification will be deemed an unfair commercial practice, subject to sanctions by EU Member States.


Emmetex and its responsible commitment

In conclusion, the approval of the “Green Claims” directive represents a significant step towards consumer protection and the promotion of sustainability in European markets, albeit requiring businesses to invest in compliance capabilities to avoid financial penalties. As a textile company in the Prato textile district, at Emmetex, we are at the forefront of producing genuinely sustainable fabrics. We meticulously control our supply chain in accordance with the strictest national and international regulations and continuously update our practices. We also rely on certifications that attest to our commitment and our attitude towards safeguarding the surrounding environment, for the territory and for consumers.


Learn more about our sustainable commitment, click here.


*Data sources for this article are from Techno Fashion magazine.