Italy Approves New Law to Combat Greenwashing

The Italian Cabinet has approved a new decree to implement EU Directive 2024/825, aimed at “empowering consumers for the green transition.” Proposed by Minister Adolfo Urso (MIMIT), the law targets misleading environmental claims and unfair commercial practices.

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Key Objectives

• Combat Greenwashing: Stop companies from making vague or unsubstantiated “eco-friendly” claims.
• Protect “Made in Italy”: Ensure that truly sustainable Italian products are not disadvantaged by competitors using false labels.
• Empower Consumers: Provide clear, verifiable information to help people make informed purchasing decisions.

Core Measures

• Stricter Prohibitions: The “Consumer Code” is expanded to penalize claims like “carbon neutral” or “zero environmental impact” if they cannot be proven.
• Target Industries: A high focus on the fashion and textile sectors, where environmental transparency is critical.
• Standardized Definitions: New legal definitions for “environmental claims,” “sustainability labels,” and “product durability/repairability.”
• Improved Labeling: Introduction of unified guarantee statements and durability labels to help consumers identify long-lasting products instantly.

Enforcement

The Italian Competition Authority (AGCM) will be responsible for monitoring compliance and issuing penalties for violations.

***Photo Reference: https://www.ecosistant.eu/en/eu-green-claims-regulation/***