MOF, Alm.del - 2022-23 (2. samling) - Spørgsmål 13: Spm. om regering deler den tidligere erhvervsministers holdning til en robust og effektiv håndhævelse hos Fødevarestyrelsen over for greenwashing?

Miljø- og Fødevareudvalget 2022-23 (2. samling)
MOF Alm.del Spørgsmål 13
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Vice President, Ms. Věra Jourova

Commissioner, Mr. Didier Reynders

European Commission

Rue de la Loi 200

1049 Brussels

Belgium

11 February 2021

Dear Vice President Jourova and dear Commissioner Reynders,

In order to speed up the green transition and reach the climate and environ-

mental targets set by the EU, it is key that both consumers and traders con-

tribute.

Todays’ consumers are increasingly focused on buying more sustainably

and often willing to pay more for products they perceive as green and cli-

mate-friendly. Hence, competition among traders to deliver more sustaina-

ble solutions for consumers has the potential to become an important vehi-

cle in the efforts to improve our climate and environment through the mar-

ket for sustainable solutions. Unfortunately, we have seen that this compe-

tition has led some traders to market their products as more environmen-

tally friendly or more sustainable than they are. This is greenwashing.

The sweep on greenwashing from January 2021 conducted by the Commis-

sion and national consumer authorities shows that in 42 pct. of the investi-

gated cases, claims of products being sustainable were exaggerated, false

or deceptive, and could potentially qualify as unfair commercial practice

This results in an uneven playing field and weakens consumer confidence

in green marketing in general

The scope of the Unfair Commercial Practices Directive (UCPD) enables

national enforcement authorities to take action against unfair commercial

practices harming consumers. However, it is only possible for the enforce-

ment authorities to act on a case-by-case assessment that includes highly

complicated documentation. This affects the processing time of individual

cases and reduces the number of cases, which the authorities resourcefully

are able to investigate, thereby leaving greenwashing unsanctioned in some

cases. Thus, it is difficult for the authorities to address the challenges with

greenwashing in an effective way to the detriment of consumers and com-

pliant businesses.

MINISTRY OF INDUSTRY,

BUSINESS AND FINANCIAL

AFFAIRS

Slotsholmsgade 10-12

1216 Copenhagen K

Denmark

Tlf.

+45 33 92 33 50

Fax.

+45 33 12 37 78

CVR-nr. 10092485

EAN nr. 5798000026001

[email protected]

www.em.dk

https://ec.europa.eu/commission/presscorner/detail/en/ip_21_269

Chen, Y. S., & Chang, C. H. (2013). Greenwash and green trust: The mediation effects of green

consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489-500.

MOF, Alm.del - 2022-23 (2. samling) - Spørgsmål 13: Spm. om regering deler den tidligere erhvervsministers holdning til en robust og effektiv håndhævelse hos Fødevarestyrelsen over for greenwashing?

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Furthermore, an increasing number of businesses make use of private and

voluntary standards, climate credits and compensation schemes. Although

the businesses’ focus on climate compensation should be acknowledged, it

simultaneously becomes increasingly difficult for consumers to navigate

the landscape of green marketing given the many different standards that

are applied diversely across Member States.

More should be done to fight greenwashing and support more sustainable

consumer choices through reliable information about the contribution of

products and services to a greener economy. Robust and effective enforce-

ment should have key priority. This importance has also been underlined

by the Council Conclusions on the New Consumer Agenda

To exploit the full potential of green marketing as a key enabler to facilitate

a green recovery from the COVID-19 pandemic and the transition to a cir-

cular economy and climate-neutrality, your upcoming proposal on

empowering consumers for the green transition plays a crucial role.

Solutions must be found on EU level. I appreciate your efforts on this very

important agenda and look forward to work with you in order to reach am-

bitious solutions.

Yours sincerely,

Simon Kollerup

https://data.consilium.europa.eu/doc/document/ST-6364-2021-INIT/en/pdf