Last month the EU finalized a new law aimed at curbing greenwashing, which will ban the use of terms such as “carbon neutral” or “eco” in product claims unless they can be proven. In March this year, the European Union Commission presented a proposal for a directive to combat misleading advertising, which promotes products, services and corporate images as more environmentally friendly than they actually are. This practice misleads consumers and constitutes an obstacle to the real transition towards a sustainable economy. Parliament and the Council have now reached a provisional agreement on new rules banning misleading advertising and calling for better product information to be provided to consumers. The…