New EU Rule Requires Proof of Sustainability

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High-tech companies love to point to their sustainability achievements, but a new EU rule will ban sweeping environmental claims such as "climate neutral" or "eco" by 2026 unless companies can prove the claim is accurate. Consumer electronics will feel the biggest impact.

epsnews.com/, Nov. 01, 2023 – 

Last month, Apple launched its first carbon-neutral product, the Apple Watch Series 9.

"As our first carbon-neutral product, Apple Watch marks a milestone in our plan to make all our products carbon-neutral by 2030. We're cutting the majority of emissions through innovations in materials, clean energy, and low-carbon shipping. And we're investing in nature-based projects to offset the small amount that remains. Because the earth won't wait. Neither will we," claims Apple's website.

Furthermore, Apple recently made the final move to align the iPhone and iPad with the rest of the industry by discontinuing its proprietary Lightning connector for the industry standard USB-C, already featured in Apple MacBooks and Mac desktops. USB-C provides better connectivity, higher charging rates, and a whole new range of devices and accessories; it also enables users to share the same chargers and connectors across devices, reducing electronic waste.

In May, Apple also announced that it will use 100 percent recycled cobalt in batteries by 2025.

Regulations are making it necessary for companies to act

Sustainability efforts are widely embraced, but the reality in electronics manufacturing is most companies are making changes due to regulation. Apple's move to ditch the Lightning connector was a requirement of the European Directive on Waste Electrical and Electronic Equipment (WEEE).

"Having different chargers for different devices inconveniences consumers and produces tons of unnecessary e-waste. To help achieve its environmental objectives and lower costs, the EU wants to introduce one common charger," says the European Parliament website. "Following Parliament's approval, EU consumers will soon be able to use a single charging solution for their electronic devices."

Furthermore, in a significant move to combat greenwashing in consumer products, the European Union has set forth new regulations. By 2026, the European Union plans to prohibit broad environmental claims like "climate neutral" or "eco" unless companies can verify these claims with evidence. Additionally, the regulations will ban claims that rely on emissions offsetting – a term that indicates products are carbon neutral or have a reduced environmental impact. Only green labels from approved sustainability schemes will be acceptable.

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