Denmark Plans Tighter Rules On Green Marketing, While European Countries Might Follow Suit

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Denmark Plans Tighter Rules On Green Marketing, While European Countries Might Follow Suit
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In 2014, the Danish Consumers Ombudsman released the “Guidance on the use of environmental and ethical claims”, a report concluding that a life-cycle assessment (LCA), a review of the environmental impacts of a product across its value chain, would be needed to back companies green claims'.

Some however warns about the limits and drawbacks that LCA methods might presents: “Such a new requirement is not the answer and a standard to upheld blindly. It can be shaped to fit wanted results, for young business it is a considerable expense to perform LCA which might hinge rate on innovation in sustainability,” said Saimon Skurichin, CEO of , the first company in Denmark producing circular beer and novel food ingredients by upcycling bread surplus.

ECOS also highlights that this method might present blind spots when it comes to assessing plastics.

Despite drawing a clear line on what can be considered sustainable will still need some adjustment, many believes this is a step in the right direction: “It will help decrease unfair competition between sustainable and unsustainable businesses, and give citizens clarity on what is written on a packaging” said Giuseppe Lanzafame, CEO of Copenhagen-based startup

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