欧盟绿色消费新规9月27日生效：海外品牌采购时为什么要重新审查“环保”“耐用”等产品声明？
“Eco-friendly”“green”“durable”不应只是营销词；进入欧盟市场时，品牌方需要知道这些说法由什么证据支持。
欧盟消费者保护规则正在强化对误导性绿色声明、耐用性和可修复性信息的要求。对海外品牌来说，采购环节是最早建立证据链的位置。
哪些供应商声明最值得重新审查？
模糊环境词
例如“绿色”“环保”“可持续”“环境友好”。如果没有明确标准、范围和证据，风险较高。
碳中和或低碳
需要说明核算边界、方法和是否依赖抵消。
耐用性
如果宣传“更耐用”“使用寿命更长”，应有测试条件、标准或可比较数据。
可回收/可降解
要确认适用材料、当地处理条件和测试标准，而不是把包装某一部分的属性延伸到整件产品。
采购证据表
| 声明 | 买家应索取 |
|---|---|
| Recycled | 材料比例与证明 |
| Durable | 测试方法与结果 |
| Recyclable | 材料结构和处理条件 |
| Carbon | 核算边界与方法 |
| Certified | 证书编号、范围、有效期 |
为什么采购比营销更适合先管这件事？
营销团队只能使用供应链提供的信息。若采购阶段没有收集证据，产品上线后再追材料来源、测试记录和证书范围，往往成本更高。
适用边界
不同环境声明对应不同欧盟法规、成员国执行和行业标准。企业应结合产品类别和实际市场核查，不应把单一认证视为所有绿色声明的通用证明。
FAQ
有第三方证书就可以写任何“绿色”宣传吗？
不可以。声明必须与证书范围和产品实际属性匹配。
买家最值得增加的流程是什么？
建立Marketing Claim Evidence字段，让供应商在报价或样品阶段提交声明与证据的一一对应关系。
stellar.shop内容承接建议
平台可增加Environmental Claim、Evidence Type、Certificate Scope、Durability Test等结构化字段，让海外品牌在采购前判断宣传风险。
参考来源
- European Commission — Empowering consumers for the green transition: https://commission.europa.eu/law/law-topic/consumer-protection-law/sustainable-consumption_en
- EUR-Lex — Directive (EU) 2024/825: https://eur-lex.europa.eu/eli/dir/2024/825/oj
Key Takeaway
“Eco-friendly,” “green,” and “durable” should not be mere marketing terms. When products enter the EU market, brands need to know what evidence supports these claims.
EU consumer-protection rules are strengthening requirements concerning misleading green claims and information about durability and repairability. For overseas brands, procurement is the earliest stage at which an evidence chain can be established.
Which supplier claims deserve renewed review?
Vague environmental terms
Examples include “green,” “eco-friendly,” “sustainable,” and “environmentally friendly.” Claims without a clear standard, scope, and supporting evidence carry higher risk.
Carbon neutral or low carbon
The supplier should explain the accounting boundary, methodology, and whether the claim relies on offsets.
Durability
Claims such as “more durable” or “longer service life” should be supported by test conditions, standards, or comparable data.
Recyclable or biodegradable
Buyers should confirm the applicable materials, local processing conditions, and testing standards. An attribute of one part of the packaging should not be extended to the entire product.
Procurement evidence table
| Claim | Evidence the buyer should request |
|---|---|
| Recycled | Material percentage and proof |
| Durable | Test method and results |
| Recyclable | Material structure and processing conditions |
| Carbon | Accounting boundary and methodology |
| Certified | Certificate number, scope, and validity period |
Why should procurement manage this before marketing?
Marketing teams can only use information supplied by the supply chain. If procurement does not collect evidence, tracing material sources, test records, and certificate scope after a product launches is usually more expensive.
Scope and limits
Different environmental claims fall under different EU regulations, national enforcement practices, and industry standards. Companies should assess the product category and actual destination market. A single certification should not be treated as universal proof for every green claim.
FAQ
Does a third-party certificate allow any kind of “green” claim?
No. The claim must match the certificate’s scope and the product’s actual characteristics.
What is the most useful process for buyers to add?
Create a Marketing Claim Evidence field and require suppliers to match every claim with its evidence during the quotation or sample stage.
Recommendation for stellar.shop
The platform can add structured fields such as Environmental Claim, Evidence Type, Certificate Scope, and Durability Test. These fields can help overseas brands assess claim-related risk before procurement.
References
- European Commission — Empowering consumers for the green transition: https://commission.europa.eu/law/law-topic/consumer-protection-law/sustainable-consumption_en
- EUR-Lex — Directive (EU) 2024/825: https://eur-lex.europa.eu/eli/dir/2024/825/oj