VETting Green. Six European Modules Against Greenwashing

In 1986, American environmentalist Jay Westerveld coined the term greenwashing in an essay about a hotel in Fiji that was asking guests to reuse their towels “for environmental reasons” whilst expanding its facilities at the expense of the surrounding coral reef. Forty years on, that word has found its way into dictionaries, European directives, and vocational training programmes for the fashion industry.

A few months ago, the Erasmus+ project VETting Green announced the conclusion of a journey lasting over two years, aimed at equipping the footwear and clothing supply chain with the tools needed to distinguish genuine sustainability practices from poorly substantiated environmental marketing. The initiative arose from a clear observation: European consumers’ awareness of greenwashing tactics remains limited, and the training gap affects companies, workers, and students in equal measure.

The consortium brought together five countries — Spain, Belgium, Portugal, Italy, Greece — with complementary profiles: manufacturers, technology centres, training bodies, and consumer associations.

The operational centrepiece is a free online training course, structured across six interactive modules featuring augmented reality elements, available in English, Spanish, Greek, Portuguese, and Italian. The course is preceded by a self-assessment questionnaire and concludes with the award of a certificate. Complementing the platform are a Policy Report mapping European regulations on green claims, and a Roadmap that translates the training content into actions applicable to a business context.

As Carmen Arias, General Secretary of CEC has highlighted, the project’s outputs translate complex European policies into practical knowledge, helping companies anticipate regulatory changes and build more transparent value chains.

The timing is no coincidence. From settembre 2026 will come fully into force the EU Directive on Consumer Empowerment for the Green Transition, which together with the Green Claims Directive redraws the boundaries of what companies can claim about their products on environmental matters. Those unable to substantiate their sustainability choices risk exclusion from public procurement and penalties of up to 4% of annual turnover. Training thus shifts from an ancillary budget item to a requirement for access to the European market.

We’ll be returning to sustainability regulations next week too. We’ll discover a platform that could help you navigate international markets.