EIOPA’s Call For Feedback: Strategies To Combat Greenwashing

by | Feb 25, 2024 | Conservation, Environmental Impact Assessment

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Greenwashing is a deceptive practice where companies misrepresent their products, services, or overall operations as environmentally friendly, sustainable, or positively impacting the environment. This misrepresentation can lead consumers and investors to believe they are contributing to environmental sustainability by supporting these companies when the environmental benefits are exaggerated or false. The prevalence of greenwashing undermines genuine efforts toward sustainability, dilutes consumer trust, and poses significant challenges to achieving global environmental goals. To tackle this, we need various strategies to combat greenwashing.

EIOPA's Call For Feedback: Strategies To Combat Greenwashing

The graph above illustrates potential strategies identified in EIOPA’s Call for Feedback aimed at combating greenwashing, along with hypothetical impact scores that reflect the potential effectiveness of each strategy:

  1. Enhanced Disclosure Requirements: Ensuring transparency through clear and standardized reporting could have a significant impact, with a score of 8. This would help stakeholders better assess companies’ environmental claims.
  2. Product Certification and Standards: Establishing robust standards for environmentally friendly products is also crucial, with an impact score of 7. This ensures that only products meeting certain sustainability criteria are marketed as such.
  3. Market Surveillance and Compliance Checks: With an impact score of 9, regular monitoring and compliance checks are vital to ensure that companies adhere to their environmental claims and standards.
  4. Consumer Education and Awareness: Educating consumers about sustainable practices and how to identify greenwashing has an impact score of 6. An informed consumer base is less likely to be misled by false claims.
  5. Regulatory and Legal Actions: This strategy received the highest impact score of 10, emphasizing the importance of stringent regulations and legal actions against entities engaging in greenwashing. This serves as both a deterrent and a corrective measure.

As outlined by EIOPA, these strategies are essential in fostering a transparent, fair, and sustainable financial market, particularly in combating misleading environmental claims and promoting genuine sustainable practices. ​

Also Read: Greenwashing Impacting Business Ethics

EIOPA’s Proactive Approach

EIOPA has launched a public consultation to address the issue of greenwashing in the insurance and occupational pensions sectors. This initiative is part of EIOPA’s broader effort to ensure the integrity and trustworthiness of sustainability claims within these sectors. The consultation invites stakeholders to provide feedback on EIOPA’s proposed approach, which includes a draft Opinion outlining four principles to guide the evaluation of sustainability claims. These principles ensure that such claims are accurate, up-to-date, substantiated, and accessible. EIOPA emphasizes the importance of aligning sustainability claims with the provider’s overall profile and business model, updating claims as necessary, backing claims with clear evidence, and making the information easily accessible to stakeholders. The deadline for submitting comments is March 12, 2024, and EIOPA plans to finalize its report to the European Commission by May 2024​.

Additionally, EIOPA had previously issued a Call for Evidence in collaboration with the other European Supervisory Authorities (ESAs) to gather insights on greenwashing. This aimed to understand the key aspects, drivers, and risks associated with greenwashing and collect examples of potential greenwashing practices. The call, which closed in January 2023, was part of the mandates received from the European Commission in 2022​.

Furthermore, EIOPA released a Progress Report on Greenwashing in June 2023, providing initial findings and outlining the progress made in understanding and addressing greenwashing. The European Commission requested this report, which covers the definition of greenwashing, instances and complaints related to greenwashing, supervision challenges, and the status of sustainable finance-related legislation. A final report with comprehensive conclusions is expected in May 2024​.

Fundamental Principles

This preliminary Opinion, released for public input, outlines four fundamental principles that providers should adhere to when making sustainability assertions. To offer a more tangible understanding and illustrate the potential pitfalls of greenwashing, EIOPA has compiled instances of commendable and objectionable practices for each principle.

Principle 1: Providers making sustainability claims should ensure accuracy, precision, and alignment with their overall profile and business model or that of their product(s).

Principle 2: Sustainability claims must be regularly updated, with any alterations disclosed promptly and accompanied by a clear rationale.

Principle 3: Sustainability claims should be supported by transparent reasoning and factual evidence.

Principle 4: Both sustainability claims and their supporting evidence should be easily accessible to the intended stakeholders.

Strategies to Combat Greenwashing

One of the key strategies to combat greenwashing involves improving companies’ transparency and disclosure requirements. By enforcing stringent reporting standards, companies must provide verifiable evidence of their environmental claims, making it harder for unsubstantiated claims to go unchecked.

1. Strengthening Regulatory Frameworks

Strengthening regulatory frameworks is critical in combating greenwashing and fostering genuine environmental sustainability in business practices. Regulatory bodies can set precise boundaries to differentiate authentic green initiatives from misleading claims by establishing clear definitions of greenwashing. These frameworks should delineate specific penalties for violations, ensuring that companies face significant consequences for falsely marketing their products or services as environmentally friendly.

Moreover, introducing stringent criteria and benchmarks for environmental sustainability is pivotal. These standards would require companies to demonstrate verifiable compliance with established environmental goals before they can label their offerings as “green.” Implementing such measures would enhance transparency and accountability in the marketplace and guide businesses toward adopting truly sustainable practices, thereby contributing to broader environmental conservation efforts.

2. Promoting Consumer Awareness and Education

Promoting consumer awareness and education is pivotal in combating greenwashing and fostering genuine sustainability. Enhancing consumers’ understanding enables them to discern between misleading claims and authentic sustainable practices. This empowerment aids consumers in making more informed decisions, aligning their purchases with their environmental values.

Resources and tools are crucial in this educational process, offering guidance on identifying greenwashing tactics. These resources could include checklists, guides on understanding sustainability certifications, and tips for scrutinizing product claims. Additionally, establishing clear channels for consumers to report greenwashing can contribute to a more transparent market.

Regulatory bodies and organizations can then address these reports, ensuring that companies are held accountable for their environmental claims. Through education and active engagement, consumers become key players in driving the market towards true sustainability, encouraging businesses to adopt genuine eco-friendly practices and reduce the prevalence of greenwashing.

3. Encouraging Industry Collaboration

Collaboration within the industry is pivotal for establishing clear, standardized sustainability definitions and metrics. When companies, regulatory bodies, and environmental groups unite, their collective expertise can forge universally recognized guidelines. This unified approach clarifies what constitutes genuinely sustainable practices and plays a significant role in mitigating greenwashing.

By eliminating the confusion and ambiguity that often accompany sustainability claims, stakeholders can ensure these claims are credible and transparent. This collaborative effort enhances the integrity of environmental sustainability in the business realm and strengthens consumer trust in green products and services.

The industry can move towards a more sustainable future with shared goals and mutual accountability through such partnerships.


EIOPA’s Call for Feedback on strategies to combat greenwashing is a significant step towards ensuring the authenticity and integrity of green financial products and services. EIOPA aims to foster a more transparent, trustworthy, and sustainable financial environment by addressing greenwashing heads. Stakeholders from all sectors are encouraged to participate in this initiative, contributing their insights and expertise to shape a greener and more honest market.

Also Read: Greenpeace Claims China’s Oil And Gas Firms Engaging In Greenwashing With LNG Purchases



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