The implications of strict EU green claims and green brands requirements for the life sciences industry: Why the Green Claims Directive reminds of the Medical Device Regulation and what advertising opportunities are there for pharmaceutical companies and medical device manufacturers within the framework of the already strict regulatory requirements

The Empowering Consumers Directive, which has been adopted in February 2024 and will come into force in 2026, and the still pending Green Claims Directive will be a game changer for advertising with green claims. We will look into the new legal regime and discuss the risks involved with “greenwashing” aswell as the downsides of potential “greenhushing”.