The Greenwashing Directive prohibits any marketing claims, labels, messaging, activities or otherwise, that speak to the environmental impact of a product on the European market, without verified by a certified independent third-party. Claims such as“eco-friendly,” “green”, “conscious,” “sustainable,” “energy efficient,”“carbon neutral,” etc., will not be allowed to be used without verifiable evidence certified by a third party, or an established public authority. This law aims to make environmental claims about a product reliable, comparable and verifiable across the EU.

This directive aims to protect consumers and increase transparency on a product’s true environmental impact, an avoid misleading consumers. With credible and trustworthy information for consumers, they can make better-informed purchasing decisions. 

A future requirement for textile products will come in the form of an “eco-label” that uses the governmental method to calculate a product’s environmental score froma variety of factors.

MĀDI can work with partners to ensure your products communicate verifiable, credible environmental information on our digital IDs.