EnvironmentalProtection Directive Proposed by Commission for Approval
In a move towards transparency and accuracy, the Ministry of Justice and Consumer Protection has announced new requirements for environmental advertising claims in Germany. These rules, which will be enforced in Berlin, aim to ensure the truthfulness of environmental claims made in product advertising.
Minister Stefanie Hubig (SPD) emphasised the importance of verifiable advertising with environmental claims, stating that consumers deserve to make informed purchasing decisions based on accurate statements.
The new rules will apply to claims such as "sustainable" or "eco-friendly" in product advertising. Companies will need to provide substantiation for their environmental claims in the future. If a product's environmental benefits only apply to a part of the product being advertised, the claim may not be used for the entire product.
Strict rules also apply to advertising with claims about CO2 emissions. Advertising claims like "all our packaging will be fully recyclable by 2030" must now be accompanied by a realistic, publicly accessible implementation plan. It will no longer be permitted to advertise a product as "climate neutral" if climate neutrality is achieved through the purchase of CO2 certificates.
The Federal Office for Agriculture and Food (BLE) is the responsible authority for enforcing sustainability certifications such as for the EU Deforestation Regulation (EUDR). Stricter rules are being introduced to enhance the accreditation and control of certification bodies, including increased obligations and penalties to prevent fraud related to sustainability certificates. Self-certification for sustainability labels will no longer be possible in the future.
State authorities or certification systems with third-party review will set sustainability labels in the future. A transition period until the end of September next year is foreseen for the implementation of these new rules.
These new rules are based on a bill passed by the federal cabinet and aim to implement EU law. The new rules for environmental product claims will bring clarity and trust to consumers, ensuring they can make informed decisions when purchasing environmentally friendly products.
