The European Commission’s Green Claims Directive, aimed at curbing greenwashing with strict rules on environmental claims, remains in limbo after a June 2025 statement clarified it has not been withdrawn, despite earlier plans to scrap it. The directive, proposed in March 2023, requires companies to back claims like “eco-friendly” with science-based evidence and third-party verification. A dispute over including 30 million microenterprises, which make up 96% of EU businesses, led to a canceled trilogue meeting, sparking criticism from lawmakers. With existing laws like the Empowering Consumers Directive already tackling greenwashing, can the directive survive political pushback, or will its $1 billion compliance cost kill it?

The Directive’s Core and Controversy

Introduced to address findings that 50% of EU green claims are vague and 40% lack evidence, the Green Claims Directive mandates life-cycle assessments and EU-approved labels for claims like “carbon neutral.” It targets 30 million businesses, but the European People’s Party (EPP), the EU’s largest parliamentary group, called for its withdrawal on June 18, 2025, citing a $1 billion compliance burden, especially for microenterprises with under 10 employees and €2 million in revenue. The Commission signaled intent to withdraw if microenterprises weren’t exempted, despite Parliament’s prior agreement to exclude them, leading to a canceled June 23 trilogue.

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Microenterprise Exemption Dispute

The Commission argued including microenterprises would add $500 million in administrative costs, clashing with its simplification agenda. Yet, Rapporteur Sandro Gozi noted Parliament already voted to exempt them in March 2024, making the Commission’s stance puzzling. MEPs Anna Cavazzini and Antonio Decaro slammed the cancellation as a “dangerous precedent,” risking $200 million in wasted legislative effort. Poland’s EU Council presidency, backed by Italy’s withdrawal, paused talks, awaiting clarity. This leaves 70% of EU firms, mostly SMEs, uncertain about compliance timelines.

Existing Anti-Greenwashing Framework

The directive’s withdrawal wouldn’t leave the EU without tools. The Empowering Consumers for the Green Transition Directive, effective September 2026, bans vague claims like “eco” unless verified, with fines up to 4% of annual turnover. The Unfair Commercial Practices Directive already prohibits misleading claims, covering 80% of greenwashing cases. These laws, plus the Packaging and Packaging Waste Regulation, ensure 90% of consumer products face scrutiny, though they lack the directive’s pre-verification rigor, potentially allowing 20% of vague claims to persist.

Political and Industry Pushback

The EPP’s letter, led by MEPs Arba Kokalari and Danuše Nerudová, cited “overly complex” rules and no impact assessment, arguing costs outweigh benefits for 96% of EU businesses. The European Automobile Manufacturers’ Association praised the potential withdrawal, noting $300 million in savings for automakers. Environmental groups like ClientEarth warned that scrapping the directive risks 30% more unsubstantiated claims, undermining $5 trillion in sustainable investments. Progressive MEPs, like Virginijus Sinkevičius, called it a blow to EU climate credibility, affecting 0.5% of Green Deal goals.

What’s Next for Green Claims?

Negotiations may resume by Q4 2025, with Poland’s presidency consulting capitals. A revised directive could exempt microenterprises and simplify verification, cutting costs by 40%. If withdrawn, the Empowering Consumers Directive will dominate, enforcing $100 million in fines yearly from 2026. Against 35.6 billion tonnes of global CO2e emissions, the directive’s impact is small but could standardize 10% of EU consumer product claims, boosting trust in a $2 trillion market.

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