Environmental claims: challenges and perspectives of the new setback

The Suspension of the Green Claims Directive

Originally presented as a key legislative pillar of the European Green Deal to combat greenwashing, the Green Claims Directive now appears on the verge of a sudden and consequential withdrawal. The proposal, which aimed to introduce harmonised criteria for the verification of voluntary environmental claims, was suspended by the European Commission on 19 June 2025, delaying the trilogue negotiations scheduled for 23 June. Although no formal decision of definitive withdrawal has been announced, the interruption of the legislative process has reopened the discussion on the regulation of environmental communication and the overall coherence of EU sustainability policies.

Origins and Objectives of the Directive

Published by the Commission in March 2023, the directive sought to address a critical issue identified by the EU itself: over 53% of environmental claims on the European market were found to be vague, misleading or lacking scientific basis. The proposed legislation required companies to subject any environmental statement (e.g. “carbon neutral,” “biodegradable”) to prior verification by independent bodies, using harmonised and common criteria across the EU.

The directive had a twofold goal: to protect consumers from unfair commercial practices and to ensure fair competitio...