EU Fights Greenwashing: End of Unsubstantiated Green Claims

UE Combate o Greenwashing: Fim das Alegações Verdes Sem Prova

EU Fights Greenwashing: End to Unsubstantiated Green Claims

Have you noticed how many products claim to be “eco-friendly,” “green,” or “environmentally friendly” without explaining why? The European Union has decided to put an end to this practice. Directive (EU) 2024/825, adopted in February 2024, directly combats greenwashing, the promotion of a false or unproven ecological image.

What will now be prohibited

The directive amends the rules on commercial practices in the EU and prohibits, among other things:

  • Generic environmental claims (“eco-friendly,” “green,” “natural,” “climate-friendly,” “biodegradable”) when they cannot be demonstrated with evidence of recognized environmental performance.
  • Claims of carbon neutrality based solely on emissions offsetting.
  • Sustainability labels that are not supported by a certification scheme or a public authority.

According to the European Commission, it is estimated that 53% of environmental claims on the market are vague or misleading. Member States must transpose these rules into national law.

Why this is good news

For those genuinely committed to natural and certified products, this is excellent news. For years, conventional brands used terms like “natural” loosely, causing confusion. Now, those making environmental claims will have to prove them.

At Prana Market, this changes nothing in how we work, because we have always made a point of being transparent. We prioritize products with real certifications and highlight the independent INCI Beauty score, which analyzes the composition of each product and assigns a grade from 0 to 20. It's objective proof, not an empty claim.

Real transparency

When one of our products displays an INCI Beauty score of 20/20, it means an independently analyzed and verified composition, free from controversial ingredients. That's the difference between saying something is natural and showing, with data, that it is.

We invite you to explore our store and see, product by product, the composition and score of each. Discover all our natural and certified cosmetics at Prana Market.

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