We welcome the European C0mmission’s initiative “Empowering the consumer for the green transition”. Preventing greenwashing and early obsolescence are necessary priorities in the Green Deal, as well as Europe’s post Covid19 recovery. Consumer legislation should support the forthcoming sustainable products initiative, and its objective “to make sustainable goods, services and business models the norm”. The focus must be on removing unsustainable products from the EU market – not simply improving information provision and placing the burden on consumers to choose sustainable products. Any labels and schemes should be science-based, clearly certify only beyond average performance and be more ambitious than legislative requirements in the EU.