Industry call for clarity and quality in Green Claims Directive negotiations

As the final political trilogue on the Green Claims Directive draws near, EUROPEN — together with 16 other European associations — is urging EU policymakers to prioritise quality over speed and avoid rushing the adoption of the Directive.

The coalition warns that moving forward without clear, harmonised, and workable rules could discourage companies from communicating legitimate sustainability efforts, while diverting crucial financial and human resources from innovation to compliance. Such an outcome would ultimately undermine the EU’s objectives of empowering consumers and maintaining the competitiveness of European industry.

What are our concerns?

EUROPEN’s key concerns revolve around possible overlaps with other EU legislation, notably the Packaging and Packaging Waste Regulation (PPWR), and impractical transition periods that could lead to waste generation and additional administrative burdens.

What do we call for?

EUROPEN and its partners are calling for a clear, proportionate, and fully harmonised framework that avoids unintended consequences and supports Europe’s green transition not just in principle, but in practice. A robust and workable directive is essential to empower both consumers and businesses, and to ensure continued investment in sustainable innovation across the Single Market.

We are committed to working with EU institutions to share expertise and contribute to a solution-oriented process that ensures the success of the Green Claims Directive in achieving its goals.

Read the full statement below.