Abstract This article examines the evolution of the legal framework addressing greenwashing through consumer law, at a time when consumer choices are increasingly regarded as a decisive lever for ecological transition. Although Directive 2005/29/EC on Unfair Commercial Practices did not initially encompass environmental claims, its implementation by national courts rapidly incorporated this dimension. Subsequently, European law evolved, in particular with the adoption of Directive 2024/825 on empowering consumers for the green transition, which amended both Directive 2005/29/EC and Directive 2011/83/EU on Consumer Rights. Further progress was anticipated with the proposed Directive on environmental claims. However, the Commission ultimately decided not to proceed, citing the risk imposing disproportionate burdens on businesses. It remains to be seen whether the current rules will prove sufficient to effectively curb greenwashing and to encourage undertakings to adopt more responsible practices.
Béatrice Parance (Wed,) studied this question.