Until green claims get approved by regulators in the European Union, fashion is in limbo.
labels require specific data to prove compliance with the labeling requirements. By another commission assessment in 2020, 53 percent of green claims parsed across 150 products were found to be “vague” or “misleading” or “unfounded.”
“The PEF was always set up to be the standardized approach for the industry and for the EU,” said SAC’s Martin. “We intend to work with specialists in each field to steadily build and verify mechanisms that help ensure compliance with laws and regulations, avoid customer misunderstandings, and ensure correct disclosure,” detailed an accompanying visual slide.In lieu of clear guidance, perhaps the best a company can do right now is pledge to comply — and brush up on its digital savviness.
White said that bifurcating product development — separating EU products from the global mix — to appease regulation “sounds like a logistical nightmare to me, but it’s up to the brands as to how they want to substantiate green claims.”
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