Disappearance of overly vague environmental claims, supervision of sustainability labels, and appearance of a notice on guarantees : the European Consumer Center France explains what is changing, in store and online, from September 27 with the European directive known as “EmpCo”.
Europe intends to fight against false ecological promises and misleading marketing arguments
The European Union is categorical : consumers need to know what they are buying. This is why a new directive aims to better inform them to enable them to make an informed choice.. No more vague terms like “ecological”, « vert », or “eco-friendly” on products sold in the EU. From now on, these environmental claims can only be used if they are based on precise information, reliable and verifiable evidence. It is also no longer possible to promote the sustainability of a product if, for example, only its packaging is biodegradable.. Other advertising practices are covered by the European directive, which comes into force on September 27. An airline can no longer claim “carbon neutrality” simply by offsetting its greenhouse gas emissions.. Or sustainable development labels are prohibited unless they are controlled by an independent certification body or established by a public authority such as the European ecolabel..
The legal guarantee of conformity
Other contribution of the European directive : inform about the guarantee of conformity. Many consumers are still unaware that new products purchased in the EU from professionals are guaranteed for at least two years. This is why Europe requires the implementation of a harmonized notice by signaling the existence. It must be clearly visible, placed on a poster in store, near the checkout or on the seller's website. At a glance, the buyer must be able to read the conditions of this guarantee, that is to say, know that it is valid for at least two years, or even more in some countries, and also in what situations it can be exercised.
The legal guarantee of durability
Some manufacturers sometimes offer a commercial guarantee of durability, more than two years. The goods concerned must be guaranteed in their entirety and designed to last longer. The manufacturer can then affix a European GARAN label, on the product or its packaging. If this is not the case, it is up to the seller to display it in store or on their website. The principle of this label is also recalled in the harmonized notice. Freely offered with the purchase of the product, the commercial guarantee of durability goes beyond the legal guarantee and can constitute a purchasing criterion. for example, when you hesitate between two washing machines, knowing that one of them is guaranteed for ten years in the event of a malfunction can influence the decision. Thanks to these measures, Europe intends to fight against false ecological promises and misleading marketing arguments. And give consumers the information they need to make informed choices.
