„Umweltfreundlich“, „umweltschonend“ oder „klimaneutral“ – derlei Werbeaussagen sollen vorab überprüft und dadurch verlässlicher werden. So sieht es die geplante EU Green Claims Richtlinie vor. Indem Unternehmen ihre umweltbezogenen Marketingangaben vorab substantiieren, also begründen müssen, soll letztlich Greenwashing bei Produkten verhindert werden; auch Lebensmittel sind davon betroffen.
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