Green Claims Scrapped.

The European Commission’s decision to withdraw the Green Claims Directive has left fashion and beauty brands with a complex challenge. Without EU-wide rules, businesses now face a patchwork of national regulations on sustainability claims. For brands, this creates risk, but also an opportunity to stand out by leading with authenticity.

Why This Matters

The Green Claims Directive, proposed in 2023, would have required companies to back up sustainability claims with evidence. Its cancellation reduces regulatory clarity, but consumer expectations remain high. Research shows that 84% of shoppers prefer to buy from brands that share their values (Edelman 2024). Trust is no longer optional; vague claims risk backlash.

The Risks of Inaction

Without harmonised EU rules, fashion brands may overpromise and underdeliver on sustainability. This increases reputational risk, exposes companies to national regulators, and undermines consumer confidence. Inconsistent standards also make it harder for global companies to communicate a clear message across markets.

Where Brands Can Lead

• Publish evidence behind sustainability claims even if not required by law.

• Build loyalty by aligning messaging with real initiatives customers care about.

• Move beyond “eco-friendly” buzzwords with data, proof points and stories that highlight real progress.

A Strategic Opportunity

For Caprice Digital, the lesson is simple: differentiation comes from the authentic integration of a clear green strategy. In the absence of regulation, the brands that thrive will be those that set higher standards for themselves. By combining transparent data with creative storytelling, companies can build lasting trust and stand apart from competitors who rely on empty claims.

Key Takeaway

The EU may have pulled back on anti-greenwashing rules, but consumers have not. Brands that demonstrate honesty, transparency, and measurable progress will convert once and retain for life.