Companies in Estonia are expressing a need for more guidance regarding the European Union's new greenwashing directive set to come into effect at the end of September. This directive aims to ban unverified environmental claims on product packaging, as studies have already shown that a significant portion of these claims are misleading. The confusion around the directive is particularly notable among retailers and manufacturers, indicating a gap in understanding of the forthcoming regulations.

Currently, misleading claims by companies are already prohibited, yet a report from five years ago by the European Commission revealed that over half of the environmental claims used on packaging were found to be misleading. Many companies are concerned about the lack of clear definitions or guidelines about what constitutes a valid environmental claim, leading to uncertainty in compliance. Siiri Liiva, a communication manager at Coop Eesti Keskühistu, highlighted that even industry professionals struggle to distinguish between different types of labels that may or may not be recognized by consumers, emphasizing the need for clearer regulations.

The upcoming requirements set to take effect in September are anticipated to provide explicit guidelines on which environmental claims and labels are disallowed. The directive stipulates that all claims must be substantiated by certification from an independent third party, which should aid in mitigating confusion among consumers and restore trust in environmental labeling. The successful implementation of these new guidelines will depend on how effectively companies can adapt and ensure their products meet the new standards.