The VETting Green consortium, composed of 6 partners across 5 countries, aims to empower consumers and companies in the footwear and apparel sectors to identify and avoid misleading greenwashing claims.

As a starting point for policy research on greenwashing, project partners developed a policy brief that guides companies through the latest EU legislation in this field. It includes the identification of successful cases on green claims communication and aims to highlight existing policies while pushing forward the development of new and more effectives ones. 

This policy brief aligns with the European Commission’s strategy for a circular economy, which began in 2015 with the Circular Economy Action Plan, and continued through key initiatives such as the European Green Deal and the New Circular Economy Action Plan.

The document also presents insights from a survey conducted among companies in the footwear and apparel sectors on their engagement and practices in their circular transformation. It reveals that while many companies have started working towards sustainability, there is still a lack of knowledge regarding environmental legislation. Additionally, misleading environmental claims remain unclear for many companies. 

It is therefore essential to provide both companies and their employees with the necessary training to:
•    Prevent greenwashing;
•    Understand sustainable legislation and its business implications; 
•    Implement ecodesign in product development;
•    Communicate sustainability through credible and transparent ecolabels and certifications.  

Addressing these needs requires strong collaboration between public authorities and private stakeholders to ensure compliance and build trust with consumers.

You can read our full policy brief here.
 

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