European Commission to unveil new measures on greenwashing

The European Commission is expected to publish new measures designed to crack down on greenwashing in product labels and advertisements on Wednesday. The Green Claims Directive could force companies to be more transparent about the impacts of their products, among other provisions.

What does greenwashing look like? How common is it? Greenwashing in the food sector is rampant according to a report released Tuesday by the Changing Markets FoundationChanging Markets Foundation, a Dutch environmental advocacy group. The report found that many environmental friendly claims found on food labels and advertising are exaggerated or unsubstantiated.

Changing Markets has identified 53 examples of misleading green claims on food and marketing materials over the past year. Among the worst offenders were meat and dairy companies whose products are responsible for the largest share of greenhouse gas emissions. The food system contributes about a third of global emissions each year, much of it coming from raising and feeding livestock.

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