HOTREC has joined 14 other European business associations in issuing a joint statement expressing deep concerns over the European Commission’s current proposal for the Green Claims Directive.
While we fully support the goal of tackling greenwashing, we believe the proposed rules fall short of providing the clear, proportionate, and workable legal framework that businesses urgently need.
Key concerns raised in the joint statement:
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The current Directive risks discouraging legitimate sustainability efforts by creating disproportionate administrative burdens, a trend known as greenhushing.
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It introduces complex, unclear rules for substantiating and verifying claims, including a pre-approval system that will increase costs and compliance uncertainty.
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The lack of harmonisation and overlaps with existing legislation will hamper the EU’s simplification agenda and weaken consumer trust.
In the hospitality sector, made up primarily of microenterprises and SMEs, such rules may disincentivise innovation and divert critical resources away from genuine green transition investments.
We urge EU policymakers to:
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Rethink the Directive’s scope, procedures, and implementation timeline.
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Align it with the existing Directive on Empowering Consumers for the Green Transition, due to apply in 2026.
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Work closely with businesses to ensure clear, enforceable, and proportionate rules.
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Read the full joint statement here.
