Europe mandates removal of “sustainable” icons on Zalando products

The European Commission has disclosed negotiations with Zalando for the removal of certain flags and icons emphasizing the claimed sustainability of corresponding products. This communication comes shortly after the European Parliament laid the groundwork for regulating environmental marketing claims.

The icons were deemed “misleading in terms of sustainability” by the Commission, which indicated that it had held discussions on the subject with Zalando and various national authorities. “Such claims can mislead consumers about the environmental characteristics of products,” the Commission stated in a press release on February 2.

The criticized graphical indicators, sometimes taking the form of a leaf or a tree, will be phased out by Zalando by April 15. The portal has also committed to removing the term “sustainability” and other eco-responsible qualifiers, replacing them with more precise information. “For example, a percentage of the quantity of recycled materials used,” explained the Commission.

Furthermore, the term “sustainability” will be removed from the search filter, while the “Sustainability” page will be revamped: it will now offer informative sections on product standards and Zalando’s sustainability strategy. The objective is to ensure “Zalando’s environmental claims are based on aspects that are significant for the environment.”

This communication from the Commission is not without significance, as Zalando reigns supreme in online clothing sales in Europe. A market valued at 122 billion euros by Cross-Border Commerce Europe in 2022, while Shein and Vinted were close behind the German portal. Prior to the health crisis, Zalando had rolled out its do.More program aimed at developing the company’s sustainable offerings. The goal was to achieve 25% sustainable production in sales volume by 2023.