As consumers are becoming ever more aware of the impact of the food system on the planet, environmental claims on food and beverage packages are increasingly commonplace. While consumer information can play a role in helping guide consumers towards more sustainable options, some green claims, such as ‘carbon neutral’ can unfairly confuse and mislead shoppers when purchasing food and drink products in the supermarket. The current legislative framework only allows authorities or courts to intervene once the damage is done and consumers have already been misled. Consumers should in the first place not be exposed to such deceptive practices and that is why BEUC is calling for such claims to be banned in the EU.
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