Proposal passes for safeguarding natural ecosystems and resources.

In a move towards greater transparency and credibility, the German government has announced new regulations for sustainability claims in advertising. These changes, supported by the federal cabinet, aim to establish trust among consumers and promote sustainable development.

The Ministry of Justice and Consumer Protection has made it clear that stricter rules will apply for product advertising with environmental claims. This is in the best interest of consumers who want to make informed purchasing decisions, as well as honest companies that strive to score points with consumers through accurate statements.

One of the key changes is the phasing out of self-certification for sustainability labels highlighting ecological or social features. Instead, these labels will be primarily managed by authorities involved in quality infrastructure, such as the German Accreditation Body (DAKKS). DAKKS plays a crucial role in establishing trust through accreditation and certification systems and will now oversee the certification of sustainability labels using digital tools like digital certificates and product passports.

Strict rules also apply to advertising claims regarding CO2 emissions. Advertising a product as "climate neutral" through the purchase of CO2 certificates will no longer be permitted. Instead, advertisers will need to provide a realistic, publicly accessible implementation plan for claims like "all our packaging will be fully recyclable by 2030".

Environmental claims may not be used to refer to the entire product if they only apply to a part of the product being advertised. For example, a product can no longer be marketed as "100% recyclable" if only the packaging is recyclable.

The new regulations are in line with governmental sustainability programs and regulations and are part of the implementation of EU law. The federal cabinet has passed a bill to implement these changes, with a transition period until the end of September next year.

Minister Stefanie Hubig (SPD) emphasised the importance of advertisers being able to back up their environmental claims. She believes these changes will lead to a more transparent market and encourage businesses to take genuine steps towards sustainability.

These new regulations are a significant step forward in promoting transparency and accountability in advertising. They will help consumers make more informed decisions and encourage businesses to adopt sustainable practices. As the world continues to grapple with environmental challenges, these changes are a positive step towards a more sustainable future.