On Friday, the European Commission quietly announced it’s planning to withdraw the Green Claims Directive. It was supposed to be a big deal, a law that would finally stop brands from just slapping “sustainable” or “eco-friendly” on their packaging without having the receipts to back it up. Introduced back in March 2023, the directive was meant to clean up vague greenwashing across everything from fashion to food to furniture. But just days before final negotiations, it’s being scrapped for being, apparently, too complicated.
The Green Claims Directive was one of the most talked-about proposals for anyone working in fashion or branding. It would’ve forced companies to prove any sustainability claims they made with scientific evidence, third-party verification, and proper reporting. You couldn’t just call your collection “conscious” because you used 5% recycled polyester. If you said something was low-impact, you had to show your working. For brands doing the work properly, it could’ve levelled the playing field. For those coasting on vibes and recycled marketing buzzwords, it was about to get sticky.
But now? Nada. A Commission spokesperson came out and said: “In the current context, indeed the Commission intends to withdraw the Green Claims proposal.” Apparently, some businesses found it over-complex and potentially burdensome. That’s wild considering the amount of consumers who say they care about sustainability and want clearer info on what they’re buying. This wasn’t some radical legislation. It was about honesty. And it’s always disappointing to see something praised and shouted about only to then have it be withdrawn quietly and cowardly. If it was too large an ask, then take accountability, throw your hands up and accept defeat. Let people have an opinion and offer their help.
The worst part is, without this kind of regulation, it’s a greenwashing free-for-all. Brands can keep calling things “planet-positive” with no proof. Sustainability becomes this vague, feel-good marketing tool rather than a measurable, accountable practice. And it’s always the smaller, independent brands, the ones actually putting in the work, who end up at a disadvantage because they can’t shout as loud or spend as much on branding.
For UK creatives, especially those working in sustainable fashion or communications, this is frustrating but not surprising. It signals how slow real policy can be to keep up with what people on the ground already know. We need tools that support transparent business and stop rewarding the ones who cut corners. If the EU’s not going to lead on that, it might fall to consumers, creators, and independent platforms to push for honesty.
This also puts more pressure on local and national bodies to come up with their own guidelines. Could the UK introduce its own version? Should we? Or will the lack of regulation just give brands more space to greenwash with no consequence? Either way, it’s now even more important for creatives, educators, and fashion businesses to get clued up on what real sustainability looks like. And to keep demanding better from brands, policymakers, and the platforms that profit from it all.
So yeah, RIP to the Green Claims Directive, for now. But maybe this isn’t the end. Maybe it’s just proof that the work still has to happen outside of politics… Where there’s demand, there’s always supply. Because if they won’t legislate clarity, we’ll just have to create it.