Europe demands the removal of “sustainable” icons on Zalando products

The European Commission has revealed negotiations with Zalando for the removal of certain flags and icons that emphasize the supposed sustainability of the corresponding products. This communication comes shortly after the European Parliament laid the foundations for regulating environmental marketing claims.

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

Zalando will phase out the criticized graphic indicators, which sometimes take the shape of a leaf or tree, by April 15. The portal has also committed to eliminating the term “sustainability” and other eco-responsible qualifiers, replacing them with more precise ones. information. “For example, a percentage of the amount of recycled materials used,” the Commission explained.

Additionally, 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 goal is to ensure that “Zalando's environmental claims are based on aspects important to the environment.”

This communication from the Commission is not without importance, since 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 closely following the German portal. Before the health crisis, Zalando had launched its do.More program aimed at developing the company's sustainable offering. The goal was to reach 25% sustainable production in sales volume by 2023.