The European Union has intensified its efforts against the phenomenon of greenwashing, a deceptive practice used by companies to promote the supposed environmental qualities of their products, often without actual basis. Such misleading statements not only damage consumer trust but also pose legal risks and significant reputational harm for the companies involved. In response, the EU has launched stricter regulations aimed at ensuring greater transparency and protection for consumers, targeting the removal of false sustainability claims from the market.
Antonio Ranalli, in today’s edition of ItaliaOggi, offers a detailed analysis of the topic, highlighting the increasing importance of regulation and its implications for businesses operating in the European market.
One of the significant contributions in the article is from Melania Mazzon, who emphasized that greenwashing in Italy is considered «a misleading commercial practice, sanctioned by the Consumer Code. […] An emblematic case is the interim order issued by the Court of Gorizia in 2021, which penalized a company for using misleading environmental claims, resulting in the loss of market share by a competitor. Although this decision was overturned upon appeal, it marked an important step forward for our country, as it addressed greenwashing not only as a violation of consumer rights but also as an issue of unfair competition between companies.»
The regulatory evolution in this area signals the commitment of Italian and European institutions to create a more transparent and competitive market, encouraging companies to demonstrate their commitment to sustainability in an authentic and verifiable manner.
