News of the week in plain Finnish | Saturday 3.10.2026

Greenwashing law

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EU countries are introducing a new law to help people find environmentally friendly products.

The law is colloquially known as the Greenwashing Act.

The law will be implemented in Finland next March.

Now we will tell you more about it.

What is greenwashing?

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The text on the packaging suggests that the product is environmentally friendly. Photo: Antti Haanpää / Yle

EU countries are introducing a new law aimed at reducing greenwashing of products.

Greenwashing refers to communication or advertising that exaggerates or misrepresents the environmental friendliness of a product.

For example, a product’s packaging may say that the product is ecological, even though it is not. The product may also be advertised as being more environmentally friendly than before, but in reality, no change has occurred.

The EU’s new greenwashing law prohibits false claims.

Correct information for the customer

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The new law also requires proof of claims that the product has been manufactured fairly and responsibly. Photo: Antti Haanpää / Yle

The new law applies to, for example, packaging labeling, advertising and other marketing.

The purpose of the law is to ensure that customers receive accurate information about the product. This makes it easier to compare and purchase the product.

If a product is said to be, for example, biodegradable or climate-friendly, the manufacturer must be able to prove that the claim is true.

The law also requires proof of claims that the product has been manufactured fairly and responsibly.

Many packaging changes

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The familiar Swan label will also be seen in the future, as it meets the requirements of the new law. Photo: Yle/ Katja Solla

The new law will change the packaging of many products.

Packaging may no longer bear the manufacturer’s own environmental labels. Instead, labels such as the Nordic Swan Ecolabel, the Organic Label, the EU Ecolabel and the Fairtrade Label will continue to be used, as they meet the legal requirements.

The purpose of the new law is to help customers find products in stores that are truly environmentally friendly. The buyer must be able to trust that the labels on the packaging are true.

Repetition

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Photo: Antti Haanpää / Yle

Let’s repeat a little.

EU countries are introducing a new law that will help customers find environmentally friendly products.

A product can no longer be called environmentally friendly if it is not actually one.

The law changes the packaging, advertising and marketing of many products.

Here was the news of the week in plain Finnish. Listen.