As of September 27, the newly introduced regulations on green claims are now in effect in Italy, with implications that go beyond compliance and directly affect intellectual property and the protection of brand value.
Our Francesca La Rocca contributes to ESG360 – Nextwork360, explaining how the new regulations require companies to pay closer attention not only to what they communicate but also to how claims, trademarks, labels, and distinctive marks that refer to environmental characteristics are formulated and documented.
The real challenge for companies will therefore be to build a solid and verifiable documentation chain capable of demonstrating, claim by claim, the origin, validity, and reliability of the information communicated to consumers.