The path towards an EU Directive on Greenwashing marked a significant milestone yesterday. In fulfilment of the Green Deal commitments, the Commission deposited a new proposal setting out common criteria to fight greenwashing and misleading environmental claims. The text integrates the March 2022 proposal on ’empowering consumers for the green transition’ by setting more specific rules on environmental claims, as well as a general ban on misleading advertising. As indicated in the statement, the aim is to provide consumers with more clarity and guarantees regarding the characteristics of products offered as ‘green’ and more comprehensive information to choose eco-friendly products and services. The benefits will go to those companies committed to the ecological sustainability of their production, which will be more easily identified and rewarded as such by market choices.