{{'BLOG' | translate}}
{{'TOUS_LES_ARTICLES' | translate}}
{{'EXPERTISE' | translate}}
Greenwashing Directive: A European project backtracking, a certification moving forward
-
As the European Union was preparing to step up the fight against greenwashing with an ambitious directive on environmental claims, the European Commission has just made a U-turn by announcing the outright withdrawal of this proposal. A decision that plunges the regulatory framework into uncertainty and raises many questions.
Yet, amid this political limbo, one thing is clear: Air Label Score is more than ever a reliable, credible certification adapted to current and future expectations. While the European debate remains open, our label continues to move forward, offering companies and consumers a solid benchmark in an often-uncertain environment.
-
Context reminder: an ambitious directive, now blocked
The Green Claims Directive was designed to effectively combat greenwashing by strictly regulating the use of environmental labels and claims on products. It also sought to regulate rating or scoring systems used to highlight environmental impact.
Proposed in March 2023, the directive was adopted at first reading by the European Parliament in March 2024, and then approved by the Council in June 2024. Final negotiations were expected to conclude in June 2025 for implementation in 2027, after an 18-month transposition period.
But in June 2025, a dramatic twist: the European Commission announced its intention to withdraw the proposal, leaving the future of the text highly uncertain.
Why this withdrawal?
The European People’s Party (EPP), the largest political group in the European Parliament, expressed several major criticisms in an official letter:
- Excessive complexity of the directive
- Risk of regulatory overload for companies
- Absence of a formal impact assessment
- Doubts about the proportionality of the proposed measures
What consequences for businesses and environmental policy?
Without a clear European directive, each Member State will be free to set its own rules, which could lead to:
- A complex regulatory patchwork for companies operating in multiple countries, with increased costs and administrative burden
- A fragmented fight against greenwashing, weakening the consistency of action at European level
- Greater consumer confusion in the face of diverging rules
That said, companies must still comply with Directive (EU) 2024/825, adopted in February 2024, which already lays down key principles on environmental labels and claims.
Directive (EU) 2024/825: the main European principles on environmental labels and claims
Even if the Green Claims Directive does not materialize, it is important to recall that the key European principles concerning labels are already embedded in other texts, notably Directive (EU) 2024/825, adopted on 28 February 2024.
This directive clearly defines what constitutes a reliable and legally usable certification scheme. Air Label Score meets all the criteria. Here is how we comply with each of the 4 key principles:
1. Transparency and Accessibility of the System
The system is open to all traders wishing to comply with its requirements, under transparent, fair, and non-discriminatory conditions.
- At Air Label Score, certification is open to all manufacturers who want to have the indoor air quality of their products evaluated.
- The general terms and conditions, analysis grids, test scenarios, and evaluation criteria are publicly available on our website.
- No subjective or restrictive criteria block access to the certification. It is designed to be fair, reproducible, and based on measurable facts.
2. Consultation with Experts and Stakeholders
The label's framework is developed by its owner in consultation with relevant stakeholders and experts.
- The Air Label Score framework was developed with leading European laboratories specialized in indoor air quality.
- We also incorporated feedback from industry players in the cleaning and consumer goods sectors to ensure the framework is both scientifically sound and practically applicable.
3. Sanctions in Case of Non-Compliance
The system includes procedures in the event of non-compliance, which may lead to the suspension or withdrawal of the label.
- Our process includes strict control rules, outlined in our General Terms and Conditions.
- If a product fails to meet the criteria or undergoes an undeclared modification, the label can be suspended or withdrawn at any time, with full transparency.
- These sanctions are applied rigorously to preserve the credibility of the label and maintain consumer trust.
4. Third-Party Independent Control
Compliance with the criteria is verified by a competent third party that is independent from both the label owner and the manufacturer.
- All analyses required to obtain the Air Label Score are carried out by independent laboratories accredited to follow ISO standards (notably ISO 16000, specific to indoor air quality).
- These laboratories are recognized by national accreditation bodies such as BELAC (Belgium), COFRAC (France), and DAkkS (Germany).
- Their independence ensures that results are impartial, reproducible, and reliable.
And tomorrow, a new directive?
We remain attentive to regulatory developments, but we have already demonstrated that our label:
- Relies on a rigorous and verifiable methodology
- Fully aligns with current European expectations
- Is ready to evolve if necessary, in consultation with certified companies
Conclusion
The withdrawal of the Green Claims Directive does slow down the evolution of the European framework, but the landscape is still changing, notably thanks to Directive 2024/825 and national initiatives moving towards better consumer information.
Companies remain free to inform their customers clearly and honestly—who are increasingly demanding when it comes to transparency.
The evolution of the European framework confirms the legitimacy of Air Label Score:
- It highlights the value of transparent, rigorous, and scientifically based labels capable of engaging in a credible approach beyond political fluctuations.
- It confirms that serious certifications like ours already meet the current requirements of European law, in particular those laid down by Directive (EU) 2024/825.
- It underscores the importance of a clear and measurable sectoral approach, as opposed to vague or misleading aggregates.
In an uncertain regulatory landscape, Air Label Score remains a reliable and adaptable reference, ready to support companies towards greater transparency and reassure consumers about indoor air quality.
We will continue our commitment with the same rigor, alongside responsible brands and in the service of a healthier environment for all.