In recent years the responsibility for enforcing food sustainability claims in the Netherlands has been unclear. It has now been agreed that the Authority for Consumers and Markets (ACM) will take the lead, but will consult the Netherlands Food and Consumer Product Safety Authority (NVWA) before taking action. Both are designated as Competent Authorities.
The ACM has announced a focus on sustainability claims in the food sector in 2025. It has recently run successful similar campaigns in the energy and clothing sectors. The ACM does not have the power to directly impose fines, but previous warnings to companies making unsubstantiated claims (including major brands such as H&M and Greenchoice) have resulted in changes to packaging, advertising, and substantial corporate donations to sustainability charities in lieu of a fine.
The ACM’s sustainability claims guidelines can be found here.
Comments