Euro Coop and Partners Demand Streamlined Green Claims Directive

Brussels, 23 April 2025 – Euro Coop, together with HOTREC and Independent Retail Europe, has sent a joint letter to Commissioners Jessika Roswall and Valdis Dombrovskis, and the Polish Presidency of the EU, calling for targeted changes to the proposed Green Claims Directive to reduce administrative burden and support sustainability efforts.

While supporting the overall goal of the Directive, we warn that the current proposal risks discouraging companies from making reliable environmental claims due to excessive bureaucracy, high costs, and legal uncertainty.

The letter outlines three main areas for improvement:

 Article 3: Introduce a simplified substantiation process for simple environmental claims.

 Article 10: Allow reliance on independent third-party certification instead of national verification systems.

 Article 8: Remove the restrictive approval process for new labelling schemes to avoid stifling innovation.

The joint call highlights the need for a balanced approach that supports sustainable business practices without increasing costs for consumers or limiting access to greener products.

The full letter is available here.