Do you market to Europeans and claim your business is sustainable? How to make sure you’re not breaking EU law
Green Claims Alert: EU Rules & Your Tourism Business
If you promote your amazing tourism experiences to European travellers through Online Travel Agencies (OTAs) like Booking.com, Expedia, or GetYourGuide, read this quick article!
European laws are changing how you can talk about your business’ sustainability.
The European Empowering Consumers Directive
From September, the EU will be cracking down on greenwashing – on claims that a business is eco or green without independent verification (ATIC’s Sustainable Tourism certification is not of a high enough standard to be accepted - but the certification with the same name by Ecotourism Australia is!) or that a business is carbon neutral due to offsets purchased.
This isn't just for European-based businesses; it applies to anyone targeting European visitors, even if you're thousands of miles away in sunny Queensland or WA.
What's banned
Carbon neutral claims (based on offsets instead of emissions reductions)
Saying your tour is "carbon neutral" if you simply buy carbon offsets will be prohibited. The EU considers this misleading unless you've actually stopped emitting.
Vague eco buzzwords
Generic terms like "sustainable," "eco-friendly," "green," or "environmentally friendly" without rock-solid, independently-verified evidence will be off-limits. (ATIC’s Sustainable Tourism certification is not independently verified.)
Why this matters to your business
OTAs will enforce it
Major OTAs don't want to get fined by the EU. They will likely start asking you for proof or restrict what types of green badges you can display on your listings.Fines…
Unsubstantiated claims could lead to fines of up to 4% of annual turnover for companies marketing within the EU.Your reputation is at stake
Misleading claims can damage your brand and lead to a bad rap.Compliance is essential
If you market to Europeans, you must comply.
Your Action Plan – what to do before September
Be specific
Instead of "sustainable," say "We've cut our water use by 30% over the last two years," or "Our electricity comes from 100% renewable sources."Don’t greenhush
Don’t hide your light under a bushel - if you are doing the right thing, tell the world!
Audit and adjust your marketing
Check your website, brochures, and especially your OTA listings. Remove any generic green claims or carbon neutral statements if you can't robustly prove them with data or a recognised certification.Get certified
Certification by either Ecotourism Australia or EarthCheck are of international standard and will enable you to comply.
Don't let these changes catch you off guard. Get ahead of the game and ensure your green claims are as genuine as our Aussie hospitality!