What exactly is changing?
- Stricter rules for general eco-claims: General terms such as “environmentally friendly”, “eco”, “green”, or “sustainable” must be demonstrably substantiated.
- Stricter rules for sustainability labels: The use of proprietary sustainability labels and logos will be subject to stricter conditions.
- Substantiation of packaging claims: Claims regarding, for example, recyclability, recycled content, or other environmental benefits must be demonstrable and verifiable.
Expert insight: Anneke van der Meijs
According to Anneke van der Meijs, specialist in Regulatory Affairs EU Packaging Compliance, Sustainability & Business Transformation, this new legislation requires extra attention to the substantiation of sustainability claims:
“Companies must carefully assess their packaging claims and communication strategy. It is no longer enough to rely on general assumptions about sustainability. Transparency, factual substantiation, and compliance with EU regulations are becoming the new standard. This requires attention not only to the label but also to the underlying documentation and evidence throughout the entire chain.”
What does this mean for your packaging?
For brands, producers, retailers, and webshops, this means that sustainability claims on and around packaging must be carefully scrutinized. The claims used must not only be commercially clear but also legally and substantively substantiated.
At Packit, we support companies in navigating the ever-changing European laws and regulations and translating them into practical packaging solutions and the associated compliance documentation.