Lapland’s tourism sector is undergoing a significant shift due to new European Union regulations aimed at curbing greenwashing. These rules demand that all environmental claims made by businesses be backed by scientific evidence, which could lead to major changes in how tourism operators market their services.
The EU’s new directive, approved in the spring of 2024, requires that terms such as “carbon-neutral,” “eco-friendly,” and “sustainable” must be supported by verified data. These guidelines will be fully incorporated into Finnish law by September 2026, creating pressure for Lapland’s tourism businesses to adapt quickly.
What the Greenwashing Directive Means
The new rules target misleading environmental claims. For example, claims of carbon neutrality must now be based on actual actions, not on emissions offsetting, which the EU no longer accepts.
As an example, Pyhätunturi Hotel in Lapland, which once promoted itself as “the world’s cleanest ski resort,” will need to revise its marketing. The claim is deemed unsubstantiated under the new guidelines.
Similarly, Pyhä Ski Resort, once proud of its carbon-neutral status, now finds its environmental claim invalid. Despite using renewable energy sources like hydro and wind power for ski lifts, and employing renewable fuels for snow compactors, the resort relied on emissions offsetting, which no longer qualifies as a valid sustainability measure under the directive.
The Financial Burden on Businesses
In addition to revising their marketing materials, tourism businesses must also conduct thorough carbon accounting. This means measuring emissions across their entire supply chain, which poses a challenge, particularly for smaller operators.
Why the Directive is Necessary
The EU’s decision comes after concerns over widespread greenwashing. A report by the European Commission found that 40 percent of environmental claims in the European market were unsubstantiated.
Experts have pointed out that in Finland, many tourism businesses exaggerate their environmental efforts by framing natural landscapes as the result of their actions, thus blurring the line between real sustainability efforts and misleading claims.
Finnair’s Greenwashing Example
Even established brands like Finnair have faced scrutiny. The Finnish Competition and Consumer Authority (FCCA) recently criticized the airline for claiming that its use of renewable fuel would reduce emissions by 80 percent. However, it was later revealed that renewable fuel only made up 0.2 percent of the airline’s total fuel consumption.
The FCCA stressed that environmental claims must be truthful and clear to avoid misleading consumers. With the EU’s new regulations, the agency’s ability to monitor and enforce accurate environmental claims will be significantly strengthened.
A Ban on In-House Environmental Labels
The directive also includes a ban on in-house environmental labels. Businesses can no longer use logos or certifications they create themselves to promote sustainability. For example, Pyhä’s ski lifts’ leaf-shaped logo promoting renewable energy will no longer be allowed. Only officially recognized certification systems can be used for such claims.
Challenges for Small Businesses in Lapland
Tourism researcher Tervo-Kankare pointed out that many small and medium-sized businesses in Lapland are unaware of the extent of the changes required. “Demonstrating environmental claims through detailed carbon accounting, especially across subcontractor chains, is a significant challenge,” said Tervo-Kankare.
The Impact on Lapland’s Tourism Marketing
Lapland’s tourism marketing has often relied on terms like “eco-friendly” and “sustainable,” but with the new rules, these terms must now be clearly defined and backed by measurable actions. While some sustainability claims, such as eliminating single-use plastics, are tangible and already required by EU regulations, others may be too vague to meet the new standards.
Tourism operators in Lapland will need to ensure that their sustainability efforts are transparent and substantiated. Simple actions, such as changing hotel towels upon request, will no longer be enough to market a business as “sustainable.”
Looking Ahead: Green Claims Directive
The EU is also preparing to introduce even stricter regulations with the upcoming Green Claims Directive. This will require companies to seek pre-approval for all environmental claims, further tightening the rules around sustainability marketing.
What’s Next for Lapland’s Tourism Industry
Lapland’s tourism sector must act swiftly to comply with these new regulations. Operators who genuinely prioritize sustainability will benefit, while those relying on unverified claims will face difficulties.
The changes signal the end of Lapland’s marketing strategies that centered on vague promises of eco-friendliness and untouched wilderness. Tourism businesses will need to clearly demonstrate their sustainability efforts or risk falling behind in an increasingly environmentally conscious market.
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