Ok to decree against misleading green claims. Urso: 'Let's defend Made in Italy'
Consumer Code updated with new rules against greenwashing practices to protect consumers and companies
by Lorenzo Pace
Stop misleading green claims, i.e. commercial practices that misuse the topic of sustainability to attract consumers. No more products presented as 'neutral' or 'zero impact' when companies do not provide the necessary evidence. Otherwise, sanctions will be triggered.
This is the measure approved during the Council of Ministers, proposed by the Minister of Enterprise and Made in Italy Adolfo Urso. The legislative decree, which updates the Consumer Code, implements the European Union's Directive 2024/825 on 'empowering consumers for the green transition', which sets benchmarks to be adopted by 27 March 2026.
Two needs are being met. On the one hand, that of 'striking through targeted and specific instruments against unfair commercial practices', and on the other, the need to 'adequately inform consumers'. Who are increasingly exposed to these risks. In this way, their freedom to make conscious and responsible consumption choices on environmental sustainability is restricted.
Deceptive Practices
There are also two deception strategies in circulation. With the first, slogans are created referring to future environmental performance that are, however, 'lacking clear, objective, publicly available and verifiable commitments set out in a detailed and realistic implementation plan, including measurable targets with precise deadlines'. As well as other key details such as resource allocation
The second takes the form of the advertising of consumer benefits 'of irrelevant elements that do not derive from the characteristics of the product or undertaking'.
