14 industry associations call on EU policymakers to carefully evaluate options to simplify, clarify and streamline the Green Claims Directive during negotiations, through the lens of the simplification and competitiveness agenda. The introduction of proportionality and legal predictability in the substantiation and ex-ante verification requirements should be a key priority. Adopting a well-designed and simplified framework is essential to align the Directive with the EU’s goals of boosting industry competitiveness and investments in the EU and avoiding green hushing.

As the EU Institutions start the interinstitutional negotiations, we urge policymakers to carefully assess and consider the amendments under discussion to introduce proportionality and streamline the proposal, aligning it with the objectives of administrative burden reduction, avoiding duplication of requirements and simplifying rules application. Here are some of the areas for substantive improvements to make it workable:

1. Lack of proportionate and clear substantiation and verification requirements risks preventing businesses from communicating to consumers and discouraging investments in sustainability;

2. Unfeasible transition periods risk leading to waste generation;

3. Rules around hazardous substances are misplaced and risk leading to unintended consequences;

4. Clearly exclude claims based on information already regulated in other EU rules.