Euractiv.com with Reuters Est. 2min 29-01-2021 The study assessed 344 "seemingly dubious" sustainability claims made online by companies, most of which were in the clothing and textiles, cosmetics and personal care, and household equipment sectors. [Sia Footage / Shutterstock] Euractiv is part of the Trust Project >>> Print Email Facebook X LinkedIn WhatsApp Telegram Many of the “green” claims on companies’ websites are exaggerated, false and potentially illegal, according to a study of online shops and traders by the European Union and national consumer protection authorities. As consumers demand more sustainable goods, the number of environmental claims made by companies is rising – and with it, “greenwashing”, where companies exaggerate their environmental credentials to win over shoppers. Looking into “green” claims, mostly by online stores and also some traders’ websites in November 2020, the European Commission and national authorities found the problem was rife. The study assessed 344 “seemingly dubious” sustainability claims made online by companies, most of which were in the clothing and textiles, cosmetics and personal care, and household equipment sectors. In 42% of cases, national authorities had reason to believe the claim was false, deceptive, and potentially an unfair commercial practice under EU law. In most cases the trader failed to offer consumers enough information to assess the claim’s accuracy, while 37% of cases used vague terms without substantiating them. “Terms such as ecological, organic, and environmentally friendly were used frequently and without substantiation,” the Netherlands Authority for Consumers and Markets (ACM) said. ACM can fine businesses that make false or misleading sustainability claims, it said. The @EU_Commission has done its 1st screen of websites for greenwashing. The results? 1⃣ 42% of cases deemed false/deceptive2⃣ 37% of dubious cases included vague claims eg. 'eco-friendly'3⃣ 59% of traders didn't provide evidence to support claims 👉 https://t.co/mUbUP4Cqot pic.twitter.com/DV8NrXGyLk — The Consumer Voice (@beuc) January 28, 2021 EU Justice Commissioner Didier Reynders said that while some firms strive to produce eco-friendly products, others “pull the wool over consumers’ eyes with vague, false or exaggerated claims.” The Commission did not name the companies screened. It said national authorities will raise any concerns and ensure they are fixed. Johnny White, lawyer at environmental law charity ClientEarth, said greenwashing was not limited to the consumer goods sector. “Big companies with environmentally damaging business practices, like fossil fuel businesses, are spending huge amounts on reputational advertising… to mask their environmental impact credentials,” he said. The findings will also inform upcoming EU legislation, due to be proposed this year, that could include mandatory minimum requirements for sustainability logos and requirements for companies to provide information on a product’s environmental credentials, to help stamp out greenwashing. Product design policy will be key to circular economy, EU says As the European Union seeks to transition to a ‘circular economy’, the policy focus in 2021 will turn to products: how they are designed, and why so many seem to be made to throw away. Read more with Euractiv Biodiversity needs its own Paris Agreement, von der Leyen saysThe world needs a Paris-style agreement for biodiversity, the President of the European Commission said on Tuesday (26 January). Subscribe now to our newsletter EU Elections Decoded Email Address * Politics Newsletters