The Green Claims Directive (GCD), adopted by the European Commission in March 2023 and set to take effect in late 2024, aims to prevent consumer deception through misleading environmental advertising.

It addresses 'greenwashing', where companies falsely portray products as environmentally friendly.

Recent legal actions, such as the Amsterdam court ruling against KLM, highlight growing scrutiny of such claims.

KLM was found to have made misleading statements about sustainable aviation fuel, leading to a ruling that 15 of their 19 challenged claims were unlawful under Dutch commercial practices law.

This case underscores the need for substantiated and transparent environmental claims under current and upcoming EU regulations.

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