Green claims, green washing and consumer protection in the European Union

Purpose - The purpose of this paper is to offer some reflection on the importance of reliable green claims to encourage sustainable production. The role of market is fundamental. Businesses and consumers are both involved in achieving environmental protection objectives. There is the real risk of the phenomenon of so-called green washing or misleading marketing. The problem arises of verifying the reliability of green claims to prevent competitive elements from become distorting factors of competition. Design/methodology/approach - Based on the analysis of a European programme, the author shows how in Italy there is a dangerous lack of consumer protection. For this reason the European and national authorities have provided that green claims must be true, reliable, verifiable and comparable, but it is necessary that consumers be protected, through a certification system that makes it possible to certify the veracity of green claims. The problem is that a number of certification systems have been adopted in Europe which undermine the competitiveness of the market for green products. Findings - This work aims to identify the tools necessary to make green indications more reliable, but above all to create a common methodology on which to base them. In this direction, companies wishing to advertise the ecological characteristics of their products should be required to provide the supporting demonstrations on the basis of a standard methodology assessing their actual environmental impact. Originality/value - This work will examine the problem of green washing and the importance of reliable green claims for environmental protection. To the best of the author’s knowledge, this paper is the original work of the author and has not been submitted elsewhere for publication.