Food & Beverage News: Insights, Safety, and Dining Trends
The European Commission has announced its intention to withdraw the green claims directive proposal.
The EU first proposed the green claims directive in 2023, in a bid to tackle inaccurate ‘green’ claims made on goods sold in the EU.
In a press briefing last week, Maciej Berestecki, spokesperson for Cohesion, Reforms, Environment and Fisheries at the Commission said: “I can say that in the current context indeed the Commission intends to withdraw the green claims proposal.”
The European Union’s executive arm also said in a statement to Just Drinks today (27 June): “In the context of the current discussions on the proposal, a very high administrative burden would be imposed on around 30 million microenterprises, i.e. 96% of all EU companies.”
It added “if the proposed amendment is maintained, and microenterprises remain within the scope of the proposal, the Commission will withdraw it.”
The Commission’s latest move comes after the European People’s Party (EPP) sent a letter last week to Commissioner Jessika Roswall calling for the green claims directive proposal to be withdrawn.
In a press conference on Monday (23 June), Parliament rapporteur Sandro Gozi confirmed two other political parties had also shared their opposition to the directive proposal and that Italy had too withdrawn its support.
As a result, the trialogue scheduled for last Monday was cancelled.
Co-rapporteur Tiemo Wolken added in the Monday briefing Parliament was “ready to negotiate and we are assessing this situation very carefully”.
EU law requires both Parliament and Council support before a fully adopted draft law can be withdrawn. The Commission also has the legal right to remove and make a new legislation proposal.
In its statement the Commission added: “Obviously, the Commission remains fully committed to fight greenwashing and ensure that consumers are correctly informed. The Commission will continue to work on this objective, notably in the context of the implementation of the framework of Empowering the Consumers for the green transition.”
It has bowed to pressure in the past on some of its other sustainability legislation plans, such as the EU Deforestation Regulation (EUDR).
In December, the EU reached a provisional agreement with the bloc’s Parliament to delay implementation of the EU Deforestation Regulation (EUDR) by one year.
Large companies have until 30 December 2025 to abide by the rules, while the regulation will apply to smaller businesses from 30 June 2026. The legislation was initially due to come into force at the end of 2024.
NGO, industry response
Food and drink industry association FoodDrinkEurope said it thought the latest move from the Commission was “the right call” and that it “provides an opportunity to rethink a more effective and workable approach to sustainability communication to consumers.”
It added that the draft green claims proposal “became overly complex, risked creating overlapping laws, and placed a disproportionate burden on food and drink makers, especially SMEs.”
“This is a chance for a reset. We urge the Commission and the EU legislators to consider a simpler, more consistent framework that enables transparent sustainability communication, while supporting innovation, encouraging investments on sustainable production practices and strengthening the competitiveness of the EU industry.”
In a joint statement, Environmental NGOs ECOS, ClientEarth and the European Environmental Bureau (EEB) condemned the decision.
Speaking in the joint statement, Margaux Le Gallou, senior programme manager at ECOS, said: “The Green Claims Directive should provide clarity for consumers and companies, but confusion is what the European Commission and some MEPs have served up instead.
“Policymakers must respect the legislative process, work with negotiators to find a solution, and unblock this crucial law. Every day without this directive inflicts more harm on EU citizens, the environment and the single market – with consumers and businesses adrift in a sea of greenwashing as policymakers argue about the lifeboat.”
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