AUSTRALIAN tourism operators marketing to European consumers will be subject to new anti-greenwashing legislation in a move welcomed by peak industry body Ecotourism Australia and its network of ECO Certified and Sustainable Tourism Certified operators, who have long championed credible, independently verified standards.
The European Union’s Empowering Consumers for the Green Transition Directive, which comes into effect on 27 September, will strengthen consumer protection rules by prohibiting generic or unsubstantiated environmental claims, such as describing products or services as ‘green’, ‘carbon neutral’ or ‘environmentally friendly’ without clear, verifiable evidence.
The Directive applies to any marketing directed at consumers based in the EU and is particularly relevant to Australian tourism businesses promoting experiences, accommodation or destinations in European markets, including via global booking platforms and intermediaries.
Ecotourism Australia, CEO, Elissa Keenan said the new legislation was welcomed by the certified ecotourism industry, and in particular, operators who work tirelessly to provide visitors with authentic eco and sustainable experiences.
“Since introducing the world’s first ECO Certification program in 1996, built on transparency, authenticity and independent auditing, we welcome stronger scrutiny of green claims across the tourism industry,” Ms Keenan said.
“Our certified operators work hard to meet global best practice, with rigorous audits of their operations to substantiate their sustainability claims, while other operators are using labels or imagery that is misleading.
“These misleading labels, claims and imagery cause confusion for consumers and increase the risk of greenwashing.
“Choosing certified tourism activities and accommodation assures travellers that products are backed by a strong well-managed commitment to sustainable practices as well as providing high-quality tourism experiences.”
You can help your local paper.
Make a small once-off, or (if you can) a regular donation.
We are an independent family owned business and our newspapers are free to collect and our news stories are free online.
Help support us into the future.
