AIM, together with 14 other European associations, has issued a joint statement to reiterate our concerns on the current text of the Green Claims Directive proposal and urge policymakers to oppose the proposal in its current form.
We firmly believe that credible sustainability communication is essential to empower consumers and foster innovation. We have been calling for clear rules to ensure consumer trust and a level playing field for businesses across Europe, sharing constructive input to make the text workable.
Companies need good and proportionate EU legislation. Yet, the current proposal for the Green Claims Directive misses the mark. It risks discouraging companies from communicating legitimate sustainability efforts — leading to “greenhushing” — and diverting resources away from innovation towards complex compliance burdens. This threatens the EU’s competitiveness and the success of the green transition.
AIM and our partners stand ready to continue engaging constructively, as we’ve done throughout the legislative process to date.
Click here to read the full statement.
