The GCD (Green Claims Directive) is an EU proposal to regulate environmental and sustainability claims in marketing (e.g. ‘30% recycled plastic’, ‘climate neutral’) and aims to effectively combat greenwashing.

Greenwashing is widespread worldwide. Ecological promises chase each other. Over 50% of all environmental claims are incomprehensible, misleading, superficial or unsubstantiated. The GCD is intended to restore credibility. With clear rules. Environmental claims such as ‘climate-neutral’, “sustainable” or ‘environmentally friendly’, which have usually been vague up to now, will be put to the test.

The future law requires brands to be able to substantiate every sustainability claim with scientifically sound evidence. This applies to both products and corporate communications.

The typical reaction? Even more bureaucracy, even more effort, even more evidence?

That’s true. But let’s think a moment further: companies that honestly produce sustainable innovations usually already have certifications, proof or supplier details in hand. For them, the additional effort is manageable. Or to put it the other way round: why should it be so difficult for companies (especially in the textile industry) to present certificates that prove their sustainability and environmental friendliness – if they are supposedly working so sustainably? Anyone who advertises sustainability should be able to prove it – not with pretty words, but with tangible, scientific facts. And that is feasible!

Companies that seriously integrate sustainability into their strategy can now credibly set themselves apart with verified statements. It is an opportunity – for more substance, more trust, more differentiation. Sustainability communication is now part of corporate language. Clear, understandable and verifiable. It is better to make few but verifiable statements than to appear as ‘green’ as possible. And above all: openness is often more credible than any slogan. Feel free to communicate where there is still room for improvement – honesty wins more than some questionable slogans. Brands that make inaccurate or unsubstantiated statements can expect high fines, a ban on advertising claims and damage to their image.

CURRENT STATUS

The Green Claims Directive is currently in the informal negotiation phase between the two legislative bodies (European Parliament and Council). If it is adopted this year, the law is expected to become binding in Germany in 2027.

Even if experts are still discussing the directive in the EU bodies: Nobody doubts that it will become law, as greenwashing is to be consistently prevented. Last but not least, the GCD supplements the EmpCo Directive, which came into force in 2024 and must be transposed into national law by March 2026 at the latest. The EmpCo is intended to protect consumers from misleading environmental and sustainability claims. The GCD builds on this and, in particular, specifies and tightens the requirements for verification.

FAZIT

Sustainability statements should no longer be communicated unchecked. If you want to be well positioned here, you should start in good time. We are happy to support you – strategically sound and legally compliant. >> Get in touch with us!