Cyprus Parliament has initiated discussions on a new government bill targeting greenwashing—misleading claims about products being environmentally friendly. The legislation aims to align Cypriot law with the EU Greenwashing Directive 2024/825, intending to curb deceptive marketing practices swiftly.

Under the proposed law, responsibility for substantiating eco-friendly claims will lie with vendors rather than producers. These claims must be detailed, covering the product's entire life cycle from manufacturing to marketing, and cannot be vague or abstract.

The EU directive mandates that all environmental claims be supported by concrete, independent evidence. This move is designed to protect consumers from generic terms like 'eco-friendly' or 'natural' that lack scientific verification, promoting transparency and accountability in green marketing.