Putting order in the Wild West of misleading green claims

Europe’s consumers increasingly want to contribute to fighting the climate crisis, by adapting their purchase behaviours and switching to products and services that are less harmful to the environment and the climate. However, the proliferation of unreliable claims makes it difficult for consumers to navigate the market and evidence shows that consumers have been increasingly misled by fake green claims. The EU should set the way in which companies substantiate and advertise green claims to consumers.