Today it is difficult for consumers to make sense of the many labels on the environmental performance of products (both goods and services) and companies. With a proposed new law on green claims, published in 2023, the EU is taking action to address greenwashing, and protect consumers and the environment. Ensuring that environmental labels and claims are credible and trustworthy will allow consumers to make better informed purchasing decisions. It will also boost the competitiveness of businesses who are striving to increase the environmental sustainability of their products and activities. This proposal is currently being analysed and debated by the European Parliament and the European Council.