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Many traders are taking advantage of consumers’ growing interest in environmental matters because of the climate crisis and are using green claims to differentiate themselves. Many claims are not or cannot be substantiated. This triggers confusion and mistrust among consumers and jeopardizes their active contribution to the transition towards a green economy.

BEUC, the European Consumer organisation, very much welcomes the publication of the Green Claims Directive as an important step in fighting greenwashing and ending misleading unsubstantiated claims from being displayed on products and services. Consumers are confronted with a systemic greenwashing problem.

As K+S, we see ourselves as pioneers in environmentally friendly and sustainable mining. Our constant efforts to set global standards resulted in several developments of new techniques and processes to better protect the environment and reduce our products footprints and these efforts are on-going.

BEUC welcomes the Commission’s intention to improve the means of communicating essential information on chemical products to consumers. As observed in the Inception Impact Assessment (IIA), product labels are too often overloaded with information, making them difficult to read and understand for consumers.

The Commission aims to improve the communication of labelling information and provide economic operators the flexibility to opt for the rules that are most appropriate for their specific products. In principle, this approach is heavily supported by industry including K+S as it may help save resources and costs, contribute to sustainability and facilitate communication.