New EU Rules for Environmental Claims – What Do They Mean for PFAS Communication?
In recent years, PFAS has increasingly become the focus of public discussion. At the same time, we are seeing increased use across the market of PFAS-related marketing claims in connection with non-stick coatings in consumer goods.
At the same time, the regulatory framework continues to evolve. Of particular relevance here is the Empowering Consumers Directive 2024/825, which will impose stricter requirements on environmental and sustainability claims in the future.
Against this backdrop, we provide an overview of the current developments.
New requirements for environmental claims in the EU
With the new Directive, the EU aims to better protect consumers against misleading environmental and sustainability claims.
For manufacturers and retailers, this means in particular:
- Environmental claims must be clearly substantiated
- General or misleading statements should be avoided
- Specific, clearly defined statements are preferable
- Environmental and sustainability labels must be transparent and independently verifiable
These developments are also increasingly affecting PFAS-related statements.
PFAS claims in the market
A range of different communication strategies can currently be observed in the market:
While some providers actively use PFAS-free status as a selling point, others place greater emphasis on technological features or product performance. At the same time, many retailers face the challenge of reconciling clear communication at the point of sale with growing regulatory requirements.
Key point:
PFAS-related statements – especially when used as labels or prominent claims – are often interpreted as an environmental benefit. Without appropriate safeguards, this may entail legal risks.
One possible option is the independent review and certification of such statements. This requires a transparent and traceable certification system. Even then, however, certification does not replace careful wording in the specific context.
ILAG's approach
As a developer and manufacturer of non-stick coatings, ILAG pursues technology-oriented and fact-based communication.
Our goal is to present technical properties transparently while also supporting responsible market communication.
In concrete terms, this means:
- A focus on coating technology and product development
- A deliberate and differentiated approach to PFAS-related statements
- Supporting our customers in assessing regulatory developments
Support for our customers
We support our partners, among other things, with:
- technical information on coating systems
- assessing regulatory developments
- recommendations for appropriate product communication
Outlook
Regulatory requirements relating to environmental claims and PFAS are likely to continue evolving.
Against this backdrop, it is advisable to carefully review PFAS-related statements and – particularly when used as a label or prominent claim – to consider appropriate safeguards such as certification.
