Brussels, 20 May 2025. AIM – the European Brands Association – has joined other European Associations in urging EU policymakers not to rush the adoption of the Green Claims Directive as the current framework remains unclear, complex, impractical and insufficiently harmonised.
Our associations are deeply committed to advancing innovation in sustainability and providing trustworthy information to consumers. The ability to provide this information is crucial to empower consumers and businesses in the green transition. We have thus been calling for a proportionate and clear framework on green claims from its outset – this will also avoid the need for short-term revisions (e.g., Omnibus) to address inconsistencies and other negative impacts of the Directive.
Despite the ongoing discussions, the text still presents important challenges (disproportionate and unclear substantiation and verification requirements, absence of a clear, workable and predictable simplified procedure, impractical transition periods and overlaps with other EU legislation). This will discourage companies from communicating legitimate sustainability efforts, diverting financial and human resources from sustainability innovation to compliance, undermining the achievement of the EU goals of fostering consumer information and safeguarding business competitiveness.
As the final political trilogue approaches, if those concerns are not immediately addressed, we ask policymakers not to reach a deal at any cost, privileging speed over quality.
“Consumers are our compass: We need a clear framework that levels the playing field and empowers companies to invest in the green transition and continue to communicate these efforts to consumers, to allow them to make more sustainable choices. For this to happen, we need rules that are fit for the Single Market, rules that give certainty and predictability to businesses and support their competitiveness in Europe”, says Michelle Gibbons, AIM’s Director General. “We need a framework that is truly aligned with the EU’s goals set in the EU Competitiveness Compass and without any need for Omnibuses to address unintended consequences in the short term”.
AIM stands firmly with its fellow signatories in reaffirming its willingness to provide insights and explore solutions to ensure a clear, predictable and practical framework for green claims.
Read here the full statement.
