OPP Explainer: Guide to Greenwashing

With over half of EU consumers shopping with sustainability in mind, greenwashing practices have been proliferating, making it harder for consumers to make truly sustainable purchases. This situation called for clear EU rules to wipe out misleading claims and ensure that companies making significant investments and operational changes can communicate this to consumers in a trustworthy way. As such, this guide provides some insights into the deceptive marketing strategies used by brands to green their products, while presenting the objectives of the Green Claims Initiative, which is expected to be adopted by the Commission on 22 March as part of the Consumers Package.