The European Commission has proposed  the ‘green claims directive’ that sets out requirements for traders to ensure that explicit environmental claims meet substantiation requirements and disclose minimum information publicly. These claims are made in textual form or in an environmental label. The proposal requires verification by an accredited third party conformity assessment body before the claims are made public. The proposal aims to increase environmental protection, protect consumers and companies from greenwashing, and create a level playing field on the internal market. However, it may also heavily burden traders who want to communicate their efforts to improve the environmental performance of their products.