Liability Risk and Insurance
Environment affairs
Green claims directive verification and pre-approval system adopted
The European Parliament has adopted its position on establishing a verification and pre-approval system for environmental
marketing claims to protect citizens from misleading ads. The so-called green claims directive would oblige companies to submit
evidence about their environmental marketing claims before advertising products as “biodegradable”, “less polluting”, “water
saving” or having “bio-based content”. EU countries would have to assign verifiers to pre-approve the use of such claims,
to protect buyers from unfounded and ambiguous advertising.