Tackling greenwashing through the Green Claims Directive – the case of CO2 equivalent emissions comparisons in packaging
By Steve Claus, Secretary General, Steel for Packaging Europe
In my last article, I emphasised the importance of ensuring that environmental claims are transparent, substantiated and based on reliable, up-to-date data.
And I noted how Steel for Packaging Europe sees two IFEU studies[1] comparing the greenhouse gas emissions (GHG) of various packaging formats - particularly food multi-layer cartons and steel cans - as indicative of the challenges in this area.
The independent third party[2] review, of these two studies, critically examined the comparative environmental claims related to CO2 emissions from a specific laminated food carton versus generic steel cans for different food products. The review revealed critical limitations in data quality, including use of outdated proxies for steel cans.
For instance, the information and data used by IFEU to assess the environmental impact of steel cans and laminated cartons were not fully equivalent. Furthermore, the studies provided little in the way of a clear and accessible summary for consumers. Additionally, substantial assumptions were made about biogenic carbon, favouring laminated cartons. The review also flagged the misleading use of images and wording, which could easily misinform consumers.The findings suggest that the overall environmental impact of laminated cartons may have been incomplete and underestimated in the comparisons made, while the use of inappropriate data may lead to an overestimation of the associated environmental impacts of steel packaging.
These discrepancies run counter to the objectives of the Green Claims Directive (GCD), which aims to make environmental claims reliable, comparable, and verifiable across the EU, while protecting consumers from greenwashing.
Conversely, the European steel industry, a proven leader in recyclability and circularity, is candid about its challenges and is undergoing a transformative shift in primary production processes to achieve carbon neutrality by 2050. With ambitious CO2 emissions reduction targets set for 2030, this industry-wide initiative is set to ensure steel remains a cornerstone of a low-carbon and circular economy, including for packaging.
As stakeholders throughout the packaging industry work towards the wider aims of the EU Green Deal and strive to achieve a more circular economy, confusion and misrepresentation of the environmental impact of specific packaging formats will only weaken the industry and hinder genuine efforts to create a more sustainable future. It is therefore of vital importance that we work collaboratively to help establish a level playing field when it comes to environmental performance of products and support the adoption of the GCD.
Steel for Packaging Europe remains dedicated to evidence-based sustainability communication and reiterates that environmental claims must be substantiated, fact-based and supported by the most recently available data.
You can read the full third-party review of the IFEU studies here
[1] IFEU, 2017. Comparative Life Cycle Assessment of shelf stable canned food packaging, Final Report. Heidelberg, December 2017. IFEU, 2020. Comparative Life Cycle Assessment of Tetra Pak® carton packages and alternative packaging systems for beverages and liquid food on the European market. Final report. Heidelberg, March 9, 2020 (extended version with further specific supplements for selected EU countries).