This new European directive which requires companies to justify any environmental claims

“The marketing director was in tears, she had to review her entire communication plan and all the arguments she had prepared,” says a consultant who came to the rescue of an SME keen to comply with the European directive on environmental claims.

Gone are the days when a company could display, without too much risk, ecological ambitions that are difficult to justify on the packaging of its products, its website or in its advertising campaigns.

A directive that came into force in Europe on September 27 forces SMEs and large groups to think twice before making false promises.

There is no longer any question of claiming carbon neutrality if the company only obtains it by purchasing carbon credits on the market to offset its emissions.

It is impossible to claim that a bottle is made of recycled plastic if this is only the case for the cap. Or to proclaim oneself “committed” or “respectful of the environment”…