EU greenwashing rules take effect in Austria, banning unproven eco claims

The EU's directive banning vague environmental claims in advertising has entered into force, tightening requirements for corporate environmental labeling and marketing across the bloc. Germany has enacted its ban, but its implementation faces criticism for potential loopholes and unclear details regarding existing product packaging. Austria has also implemented the rules, with environmental groups welcoming the move despite concerns over a long transition period and potential legal uncertainty for retailers.