27/03/24 (Agence Europe) – The European directive aimed at protecting consumers against misleading environmental claims officially came into force on Tuesday 26 March. The main aim of this long-debated text is to protect consumers against greenwashing and premature product obsolescence - practices that will be banned as unfair trade practices. As a key measure of the directive, overly general and misleading generic product claims - such as ‘environmentally friendly’, ‘natural’,...