Sustainability and advertising: GS1 Italy guides companies towards the new Green Claims Directive
The Italian business world is preparing for a major transformation in how it communicates the sustainability of its products. GS1 Italy, the organization that brings together thousands of consumer goods companies, has recently published a handbook dedicated to the European 'Empowering Consumers for the Green Transition' (EmpCo) Directive.
The main objective of this new regulation is to combat the phenomenon of so-called 'greenwashing,' which is the use of vague or misleading environmental claims that can deceive consumers. With the entry into force of the new rules, companies will be required to provide scientific and verifiable evidence for every claim related to the ecological impact of their items.
The GS1 Italy document was created to support companies in understanding the new legal obligations. The handbook clearly explains which types of advertising messages will be prohibited, such as the generic use of terms like 'eco-friendly,' 'natural,' or 'zero impact' if not supported by official certifications and concrete data.
This initiative is particularly relevant for the Italian market, where citizens' sensitivity towards the environment is constantly growing. Companies operating in our country will therefore have to revise their marketing strategies and product labels to ensure greater transparency, thus avoiding the risk of sanctions provided for by the new European regulation.
In conclusion, the handbook represents a useful tool for navigating an increasingly complex regulatory landscape. The challenge for Italian companies will be to transform these obligations into an opportunity, building a stronger and more authentic relationship of trust with their customers through communication based exclusively on real facts.