De Europese Unie zet een belangrijke stap richting duurzamer en eerlijker consumentengedrag met Richtlijn 2024/825. Het doel van deze richtlijn is helder: consumenten ondersteunen bij de groene transitie door hen beter te beschermen tegen oneerlijke praktijken en hen beter te informeren.
De blog gaat verder in het Engels.
This initiative, part of the European Green Deal, specifically targets deceptive practices that hinder sustainable purchasing, including:
Member states must incorporate the Directive into their national laws by 27 March 2026, with enforcement beginning on 27 September 2026. While this deadline may seem distant, businesses should begin preparing now for the significant changes this regulation will require.
Many businesses today use vague terms like 'eco-friendly', 'sustainable', or 'environmentally friendly' to market their products. Often poorly defined, these claims can mislead consumers. To address this, the Directive introduces strict rules for environmental claims to enable consumers to make genuinely sustainable purchasing decisions.
Key measures include:
However, these rules will not prevent businesses from making comprehensive environmental claims - provided they are accurate, verifiable, and do not exaggerate the product's ecological benefits. For example, a business could highlight its overall reduction in fossil fuel use if this genuinely reflects its activities.
The directive also aims to address planned obsolescence by outlawing practices such as:
For instance, smartphone manufacturers will be required to disclose if a software update reduces battery life. Similarly, products labelled as 'repairable' must come with concrete guarantees, such as the availability of spare parts and clear repair instructions. These measures will increase transparency, incentivise businesses to adopt more responsible production practices, and contribute to reducing waste and fostering sustainable consumption.
3. Moving towards responsible consumption
Directive 2024/825 represents a significant step forward in regulating commercial practices within the European Union. It strengthens efforts to combat greenwashing and planned obsolescence while improving transparency for consumers. This regulation will encourage businesses to prioritise sustainable and responsible practices.
Moreover, the directive underscores the value and power of the European legislative framework as a driving force behind ecological transition across Member States. However, it is important to note that EU-level regulations are not directly applicable. Member states, including Belgium, play a vital role in adapting their national legal frameworks to align with European standards.
Bron: NautaDutilh
