By Kim Mackrael

BRUSSELS--European officials rolled out proposals aimed at forcing companies to back up environmental and sustainability claims they make over consumer products with scientific evidence, part of a broad regulatory push that could set precedents for corporate rules elsewhere.

The European Commission, the bloc's executive body, on Wednesday proposed legislation targeting what critics have broadly defined as "greenwashing." The rules target eco-friendly labeling, such as assertions that a product was made from recycled material or with neutral carbon emissions.

The commission said a range of environmental claims would need to be verified independently and backed up with scientific evidence. The proposals are part of a wider EU effort officials say is aimed at making it easier for consumers to choose environmentally sustainable products..

The proposed laws must be negotiated and approved by member countries and the European Parliament before they can become law, and could be changed during that process.

Write to Kim Mackrael at kim.mackrael@wsj.com

(END) Dow Jones Newswires

March 22, 2023 07:56 ET (11:56 GMT)