The EU wants to ban greenwashing—for good.

The European Union is taking steps to tackle greenwashing, the misleading use of sustainability claims in marketing, by proposing regulations that would require brands to back up their sustainability claims with approved third-party certifications. The European Parliament will vote on these measures in November, and if they pass, they could have implications not only for the sale of products but also for the travel industry. Companies within the EU would need to comply with these regulations by 2026, setting up their own enforcement agencies to levy penalties. The founder and managing director of a Turkish tour company, Hike’n Sail Türkiye, believes that these regulations will push the adventure travel community towards sustainability and make it easier for operators like him to compete. Airlines may also be affected, as they may need to alter their booking interfaces if they offer “climate-neutral” flights in exchange for purchasing unverified offsets. Overall, these regulations aim to promote transparency and prevent misleading marketing practices in the pursuit of sustainability.

The EU wants to ban greenwashing—for good.

The European Parliament is set to vote on measures that aim to ban greenwashing and misleading marketing tricks. The focus will be on sustainability claims and the requirement for third-party certifications to back up these claims. While the regulations are primarily aimed at products, they are also likely to have an impact on the travel industry.

Vote on measures to ban misleading marketing tricks

The European Parliament’s vote will determine whether brands can continue to use “misleading marketing tricks” in their advertising. The focus will be on sustainability claims and the need for these claims to be backed up by approved third-party certifications. The aim is to eliminate greenwashing and ensure that consumers have accurate information about the sustainability of products and services.

Potential impact on the travel industry

If the regulations are approved, they will have a significant impact on the travel industry. Travel companies, especially those focused on sustainable travel, will need to ensure that their sustainability claims are backed up by certified third-party organizations. This will level the playing field for sustainable travel companies and prevent those making false claims from gaining an unfair advantage.

Ability to compete for sustainable travel companies

The regulations will create a level playing field for sustainable travel companies, allowing them to compete on an equal footing with those that may be making false sustainability claims. This will encourage more companies to prioritize sustainability and ensure that their practices are in line with the values they promote.

Role of cost competitiveness in offering sustainable options

One of the challenges for sustainable travel companies is cost competitiveness. In a cost-competitive market, customers often choose the cheaper option, even if it may not be as sustainable. However, the regulations may encourage consumers to prioritize sustainability and be willing to pay a premium for eco-friendly options. This could create a positive shift towards more sustainable practices within the travel industry.

Catalyst for change in sustainability practices

The regulations are expected to be a catalyst for change in sustainability practices within the travel industry. Companies that have not yet prioritized sustainability will be forced to do so in order to comply with the regulations. This will lead to a wider adoption of sustainable practices and a more environmentally friendly travel industry.

Limited number of Turkish operators with certifications

In Turkey, there are currently only two operators, including Hike’n Sail Türkiye, that have sustainability certifications from organizations such as Travelife. The regulations could encourage more operators to clean up their practices and obtain certifications, leading to a more sustainable tourism industry in the country.

Incentive for hotels to clean up practices and get certified

The regulations will also have an impact on hotels, as they will be incentivized to clean up their practices and obtain sustainability certifications. This will help create a more sustainable accommodation sector and provide travelers with more eco-friendly options.

Necessity to change booking interfaces for climate-neutral flights

Airlines offering “climate-neutral” flights will need to make changes to their booking interfaces to comply with the regulations. This will ensure that customers have accurate information about the carbon emissions associated with their flights and the verified offsets that are being used.

Requirement for verified offsets

The regulations will also require airlines to use verified offsets for their carbon-neutral flights. This will help eliminate greenwashing and ensure that the carbon emissions associated with flights are accurately accounted for and offset.

Anticipated approval and effective date in 2026

The regulations have not yet been officially approved, but it is expected that they will be and that they will go into effect in 2026. This will give companies approximately two years to comply with the regulations and ensure that their sustainability claims are backed up by approved third-party certifications.

Need for EU member states to establish enforcement agencies

EU member states will need to establish their own enforcement agencies to levy penalties for non-compliance with the regulations. This will help ensure that companies are held accountable for their sustainability claims and prevent greenwashing.

Support for the ban on carbon-neutral claims

Consumers are in support of the ban on carbon-neutral claims, as these claims are often scientifically inaccurate and misleading. The ban will help prevent greenwashing and ensure that consumers have accurate information about the carbon emissions associated with products and services.

Shift towards more accurate sustainability messaging

The regulations will encourage a shift towards more accurate sustainability messaging in the travel industry. Companies will be required to provide verified information about their sustainability practices and certifications. This will help consumers make informed decisions and support businesses that are genuinely committed to sustainability.

Adventure.com, a digital travel magazine, is committed to sustainability. They strive to reduce their carbon emissions and offset the emissions generated by their staff and contributors through their parent company, Intrepid. Adventure.com has a sustainability page and Contributor Impact Guidelines for more information on their commitment to sustainability.

About the author

Kassondra Cloos is a travel journalist from Rhode Island with a focus on slow travel and human-powered adventure. Her work has been published in The Guardian, Backpacker, and Outside. She is currently section-hiking the 2,795-mile England Coast Path.

Related articles

• Greenwashing is a problem. Is AI making it worse?
• Is Google Flight’s new “emissions” function just more greenwashing?
• Hold the greenwash: Earth Day is more essential now than it’s ever been
• Darrell Wade: “The travel industry must turn this climate moment into a climate movement”

Contact information

For more information, contact Adventure.com at hello@adventure.com. Please allow up to one week for a response.

Overall, the European Parliament’s vote on banning greenwashing is a significant step towards ensuring that sustainability claims are accurate and backed up by reputable certifications. The regulations will have a positive impact on the travel industry by creating a level playing field for sustainable travel companies and encouraging the adoption of more environmentally friendly practices.