ACM comes up with rules of thumb for sustainability claims

The regulator Authority for Consumers & Markets (ACM) wants to combat false claims against sustainability by drawing up 5 rules of thumb.

With this, ACM wants to put an end to the proliferation of sustainability labels, where it is not always possible to determine to what extent a product is actually environmentally friendly, healthy or animal-friendly.

Edwin van Houten, Consumers Director of ACM, emphasizes that it is important for consumers and companies that the information about sustainability is correct and verifiable. Consumer deception is not the only spearhead of the rules of thumb, unfair competition should also be excluded by the rules.

Five rules of thumb
The 5 rules of thumb that the regulator has drawn up come down to making clear what sustainability benefits a product has. This must then be substantiated with facts and these must be current. As a third rule, comparisons with other products, services or companies must be fair. Companies also need to be honest and concrete about their sustainability efforts. Finally, visual claims and labels should be helpful and not confusing for consumers.

Think along
Before the rules are finally drawn up, companies and organizations can contribute ideas. Consumers are also called upon to report misleading claims.

Companies that do not comply with the rules can expect a fine or a penalty. It is also made public which companies do not comply with the rules.

Chanti Oussoren

Editor at Boerenbusiness who studies the dairy, pig (meat) and feed markets.

c.oussoren@boerenbusiness. Nl

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