Green Claims Directive

What is the Green Claims Directive (GCD)?

The Green Claims Directive (GCD) is a legislative proposal by the European Commission aimed at ensuring that environmental claims made by companies about their products or services are reliable, comparable and verifiable across the European Union. This initiative seeks to protect consumers from misleading environmental claims, commonly known as "greenwashing," and to promote a circular and green E.U. economy by enabling informed purchasing decisions.

Adhesive tape manufacturers have to substantiate claims like “eco-friendly,” “recyclable” or “biodegradable” with scientific evidence, undergo third-party verification and comply with new marketing restrictions that prohibit vague, misleading or self-created eco-labels. Businesses must ensure supply chain transparency, document sustainability attributes (e.g. LCAs, certifications), and invest in compliance processes, which may pose challenges, especially for SMEs. Non-compliance risks fines up to 4% of turnover, reputational damage and market exclusion. To adapt, adhesive tape firms should audit claims, enhance documentation, work with certified suppliers and integrate verification into marketing processes. Though compliance requires investment, it presents an opportunity to build consumer trust and gain a competitive edge in a sustainability-driven market.

Status of legislative process

In its final stages, the legislative process for the Green Claims Directive involves trilogue negotiations, a series of informal discussions between the European Parliament, the Council of the European Union and the European Commission. Expected to continue into late 2025, these negotiations aim to reconcile differing positions and finalise the directive's text. The second of these trilogues is set to take place on 24 April 2025. Under the current timeline, E.U. Member States are expected to transpose the Green Claims Directive by 2025–2026 and begin enforcement by late 2026.

Timeline of measures and actions

  • 22 March 2023: The European Commission adopted the proposal for the GCD.
  • 12 March 2024: The European Parliament adopted its position on the Commission’s proposal, suggesting certain amendments.
  • 17 June 2024: The directive in general terms was adopted by the European Council
  • 12 April 2024: The final report “Environmental claims in the EU: Inventory and reliability assessment” from the Commission/Ipsos was published.
  • 28 January 2025: The First Trialogue was held, during which the Parliament and Council presented their mandates and priorities for the directive.
  • 24 April 2025: The Second Trialogue will take place, during which specific provisions of the directive will be examined.
  • The outcomes of these trilogue meetings will shape the final content of the Green Claims Directive, influencing how companies substantiate and communicate their environmental claims across the EU.
  • Transposition into National Law: Following the Council's decision and the directive's publication in the Official Journal, EU member states will have two years to transpose the directive into national law. ​
  • 2026-2027: The directive is expected to take full effect, with penalties for non-compliance.
  • Afera’s RA-WG GCD taskforce continues to monitor the process and is preparing an FAQs document outlining the consequences of the GCD for Afera Members, including the impact for marketing departments and PCF calculation and the best way to share information along the supply chain.

References

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