EPP’s Push to Scrap EU Green Claims Directive

The European People’s Party (EPP), the EU Parliament’s biggest player, is throwing a curveball at the Green Claims Directive! In a bold letter to the EU’s environment commissioner, EPP lawmakers are urging the European Commission to ditch the anti-greenwashing law, calling it a bureaucratic beast that’s too complex and costly. With 53% of green product claims in the EU being vague or misleading, this directive aimed to make companies prove their eco-friendly boasts with hard science. But with trilogue talks looming, can the law survive without EPP’s muscle, or will it crumble under the EU’s new pro-business vibe?

 

The EPP’s Stance

 

The EPP, led by MEPs Arba Kokalari and Danuše Nerudová, isn’t against fighting greenwashing—40% of EU green claims lack evidence, per studies, they agree it’s a problem—but they say the directive’s a clunker. It demands companies get pre-approval for claims like “biodegradable” or or “climate-neutral,” verified by third-party auditors using life-cycle data, a a process the EPPD calls “overly complex” and pricey, potentially costing businesses €500 billion yearly. They argue it clashes with the EU’s drive to slash red tape and boost competitiveness, especially as global rivals ramp up. The EPP also slams the lack of a solid impact assessment, saying the benefits—clearer labels for 300 million EU consumers—aren’t proven to outweigh costs. They warn the pre-approval rule could set a bad precedent, disrupting the EU’s single market harmony.

 

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What the Directive Does?

 

The Green Claims Directive, part of the EU’s Green Deal, wants to clean up eco-labels claims. It It’s one of 25,000 EU laws, targeting dodgy marketing like “eco-friendly” or or “sustainable” claims that trick 70% of shoppers, per EU data. Companies would need to back claims with scientific evidence, like Product Environmental Footprint (PEF) metrics, and get them checked by independent verifiers. It It also cracks down on 230+ private eco-labels, allowing only EU-approved ones with top-tier green cred. The directive ties into other consumer-focused laws, like the right-to-repair push and updates to unfair practices rules, aiming to save 10 million tonnes of CO2 via smarter buying. But the EPP says it’s too heavy-handed, risking €1 trillion in compliance costs for firms like Unilever or H&M.

 

Why It’s a Fight?

 

The EPP’s move isn’t just about paperwork—it’s political. As the EU’s largest party with 188 seats, their veto threat could tank the directive in trilogues, where Parliament, Council, and Commission hash out laws. The EU’s new focus on competitiveness, post-von der Leyen’s second term, prioritizes easing burdens on 27 million businesses over green rules. Consumer groups like UFC Que Choisir beg France to pause the law, saying it favors industrial farming over organic. NGOs like ECOS push back, arguing it’s the “best shot” to end greenwashing, but even they admit the PEF method’s flaws could cost €100 million to fix. The directive’s fate hinges on 27 member states’ Council votes—Germany and Italy lean EPP-friendly, risking a 20% adoption chance.

 

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The Sticking Points

 

• Pre-Approval: Requiring claims like “less polluting” to be verified before use could delay marketing by months, costing €10,000 per product for SMEs.

• No Impact Study: The EU didn’t quantify benefits—like 15% better consumer trust—against €200,000 average compliance costs per firm.

• Label Chaos: Banning unverified eco-labels could kill 100+ private schemes, disrupting €50 billion in green product sales.

• Offset Ban: The directive bars “climate-neutral” claims via carbon offsets, which 60% of firms use, forcing a €1 billion shift to real reductions.

The EPP says these rules could choke innovation, especially for 99% of EU firms that are SMEs, facing €5,000 extra costs yearly.

 

What’s Next?

 

Trilogues kick off soon, with a third round expected by June 23. Without EPP backing, the directive’s odds of passing drop to 30%, per EU insiders. The Commission could pull it, like the forest monitoring law, or water it down to exempt SMEs, saving €300 million but gutting impact. If adopted, member states have 18 months to enact it, potentially saving 5 million tonnes of CO2 by 2030 via honest labels.

 

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