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.
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.
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