AIM Position on substantiating green claims & tackling green-washing
In the context of the European Commission’s Consultation on “Environmental performance of products & businesses – substantiating claims”, AIM, the European Brands Association, welcomes the Commission’s initiative to tackle “green-washing” so as to ensure the continuing veracity and relevance of product claims related to environmental attributes, create a level playing field for companies and allow for informed consumer choices. We strongly support the Commission’s assertion that “green claims” must be substantiated by appropriate scientific data.
The position highlights 3 major points:
- Support for LCA-based approaches based on robust, commonly recognised and science-based methodologies for substantiating green claims.
- Product Environmental Footprint Category Rules (PEFCRs) need further development and refinement.
- Consumer information and labels on environmental impacts of products.