The Consumer Protection and Technical Supervision Authority (TTJA) in Estonia has given assurances to merchants that the new directive aimed at regulating green claims will not lead to the mass destruction of goods that do not meet these criteria. This announcement comes as concerns within the retail sector have been raised about potential confusion surrounding the regulations, particularly regarding products already on the market that may not comply with new standards of verification for terms such as 'green', 'eco-friendly', and 'sustainable'.

Merchants are particularly anxious about the implementation of these directives as they come into effect this fall, mandating that green claims must be supported by certifications from independent organizations. As highlighted by the Executive Director of the Merchants Union, Nele Peil, the lack of clarity thus far has created an uncertain atmosphere for retailers, potentially risking damage to the trading sector and even leading to the destruction of unsold products. This situation echoes previous regulatory changes which caused similar confusion among businesses.

To address these issues, TTJA's division director Merike Koppel acknowledged that similar concerns are prevalent across all EU member states, indicating a wider challenge in the enforcement of environmental standards. The situation poses ongoing challenges for the retail industry as they strive to adapt to stricter rules while trying to minimize negative impacts on business operations and product management.