Greenwashing | Keys to the European consumer empowerment directive

The drive for a circular economy remains firmly on the agenda of the current European legislature. With the aim of achieving an environmentally sustainable future, Europe is working on significant measures to address greenwashing, by developing precise and standardized criteria that companies must meet in order to claim that their products or services are green or sustainable, while empowering the consumer in their consumption decision.

These new requirements imply greater responsibility in the supply chain, production and advertising. Therefore, the involvement of organizations in the legislative processes and the adaptation to these new measures will be key to protect market unity and promote the competitiveness of all economic sectors of the country, while achieving a fair and efficient transition to a circular and sustainable economic model.

The Technical Note, aims to address the main challenges and opportunities of the future directive on consumer empowerment for the green transition, developed from the Office Circular Economy LLYC.

Carlos Ruiz Mateos

Senior Director Public Affairs for Spain and Portugal

Head of LLYC’s Public Affairs area for Spain and Portugal, Carlos coordinates a team of more than 40 intelligence and advocacy consultants in Madrid, Barcelona and Lisbon, forming the largest public affairs team in the Iberian Peninsula.

With 20 years of experience in public affairs, institutional relations and communications, he has advised dozens of organizations in their relations with the Government and Parliament, assessing the impact of political decisions on their business and reputation. Carlos specializes in highly regulated sectors such as food, climate agenda, distribution and consumer affairs.

In recent years he combines his work at LLYC with teaching lobbying and electoral analysis at Universidad Carlos III de Madrid, Universidad Camilo José Cela, among others.