Support the Green Claims Directive against recent attacks

01 July 2025

SAFE Food Advocacy Europe supports the Green Claims Directive, following the rumours, later denied, that the European Commission may be thinking to withdraw its legislative proposal due to political pressures.

Undoubtedly, its progress is growing more challenging, and the timeline for its final approval seems increasingly at odds with the interests of European consumers.

The Green Claims Directive is an innovative piece of legislation that, for the first time, combats greenwashing, protecting both consumers and the environment. The Directive establishes a common, mandatory EU-wide standard procedure to substantiate environmental claims and prevent consumers from being misled.