The role of products’ impact on environment is becoming more and more important factor for the consumers’ shopping decisions. Protein products are also often labelled and advertised as being environmentally friendly or as having less negative effect.

The green communication is subject to a number of legal challenges. The EU regulatory framework for such communication is recently intensively discussed. Especially, the EU Commission proposal from 2022 to amend the Unfair Commercial Practices Directive, might result in redefining the rules for the future.

The aim of the presentation is to provide the participants with a synthetic insight into:

• recent challenges for using green claims, especially in case of marketing protein products in different EU countries
• potential changes in the EU regulations and their legislative status, as well as, the time perspective
• key practical implications in case of adopting the discussed amendments