In a joint statement with other 13 non-profit organizations, NATRUE has called on the Council of the European Union to establish a clear and practical framework under the Green Claims Directive.

The Brussels-based natural and organic cosmetics non-profit says that it supports the intention behind the introduction of the simplified procedure, but is concerned the council’s proposals risk creating 27 different approval systems.

In order to guarantee clarity, predictability and legal certainty for all interested parties, while simplifying and reducing the burden for traders, the statement recommends:

“Including an immediate application of the simplified procedure for those claims that do not require to be substantiated through a full lifecycle assessment, as is the case for claims related to environmental aspects, and those claims whose assessment is based on methodologies that are widely recognized (e.g., ISO, OECD, PEF, EU Ecolabel).

“Avoiding mandating the European Commission to adopt secondary legislation specifying substantiation and communication requirements for each type of environmental claim. This would stretch commission resources (with increased risk of delays) and result in a positive list, with negative consequences on new claims reflecting innovation.

“Avoiding the duplication of the documentation requirements for environmental claims whose substantiation is based on rules established by other EU legislation or for environmental claims based on awarded labels – ensuring that pre-existing well-recognized labels can receive speedier compliance recognition in relation to the requirements of the directive.”

unintended or additional costs on industry could increase greenhushing, and mean consumers are not empowered to make more sustainable choices

“Our associations remain fully committed to providing pertinent and trustworthy sustainability information to consumers,” says NATRUE in a release. “Informing consumers of a business’ or product’s sustainability profile is a considerable incentive for companies to pursue more sustainable solutions. It is a catalyst for driving innovation and investments, fostering the industry’s competitiveness in sustainability. We therefore support the goal of the Green Claims Directive, which will be key in setting clear rules for environmental claims, creating a level playing field among companies.”

NATRUE director general and co-chair of the UK Sustainable Beauty Coalition, Mark Smith, told Natural Newsdesk: “A simplified procedure would help industry, particularly SMEs, to facilitate the substantiation of certain environmental claims without requiring complex and burdensome analyses. This would assist the speed of claims approval, and therefore support the consumer by providing them with substantiated product information to make informed, sustainable choices. As such, unintended or additional costs on industry could increase greenhushing, and mean consumers are not empowered to make more sustainable choices.”

The industry statement can be read in full here.