The challenge
Under the EU Green Deal, the European Commission was considering substantiating sustainability claims with a unified methodology. If a lifecycle Assessment (LCA)-based Product Environmental Footprint (PEF) methodology had been used to substantiate green claims in the EU, crucial attributes such as circularity, microplastic release, and plastic waste would be overlooked — impacting claim efficacy and credibility, and leaving consumers unable to make truly informed decisions at point-of-purchase.
Building the coalition
Industry education
Policy outcome
The coalition has had over 40 meetings with EU institutional stakeholders, orchestrated open letters and hosted an onsite wool visit for Members of European Parliament. As part of wider engagement, MTLC has also featured in industry press, and participated in a range of webinars and panel discussions. On 22 March 2023, the European Commission published its Substantiating Green Claims Directive — and, notably, had listened to the concerns raised by MTLC and other industry groups, deciding not to pursue a single methodology such as PEF to substantiate green claims.