Тhe end of carbon-offsetting fairytales and greenwashing
The novel EU regulations will set precise rules for carbon-offsetting projects
Carbon offsetting projects have been mushrooming over the past few years, especially those on the voluntary carbon market. Yet, many of these initiatives have proven to be more of a marketing tool than a significant contribution to mitigating climate change. With the adoption of the EU’s Carbon Removals and Carbon Farming (CRCF) Regulation, passed on 20 February 2024, the EU is ushering in a new era of credibility for permanent carbon removals, carbon management, and carbon storage. This new EU legislation opens a new chapter aimed at ending greenwashing for good. The new regulation has created a voluntary EU framework for certifying carbon removal, carbon farming and carbon storage projects. Its objective is to promote safe, sustainable and high-quality carbon removals while strictly adhering to biodiversity goals. Event organisers will now need to approach their sustainability strategies with even greater diligence and gear up for rigorous assessments of their “green” practices.
The principal task for event organisers remains reducing emissions and the carbon footprint of their events. Still, reduction alone will not suffice to achieve the goal of net-zero emissions. Without offsetting, as individuals and event organisers, we would need to:
- swiftly transition to renewable energy sources (solar and wind sources, etc.),
- radically cut energy consumption at events,
- thoroughly reorganise attendees’ mobility
- transform food production and catering practices,
- reshape consumer habits.
Most importantly, we would need to prompt profound behavioural changes and strengthen global solidarity. The capture and storage of carbon dioxide from the atmosphere has become inevitable. These measures can significantly contribute to sustainable development, yet also present risks: if inadequately controlled, they may lead to greenwashing. It is crucial that all such projects are conducted in accordance with clear guidelines, legal frameworks, and internationally recognised standards. These are regularly updated to ensure more reliability, consistency, and alignment with global objectives, as defined by the Paris Agreement. Key roles are played by governments, international organisations (such as the United Nations and the International Civil Aviation Organisation – ICAO), the European Union, and other key stakeholders.
Where do we stand today?
Until now, carbon offsetting has been the domain of voluntary markets (Voluntary Carbon Offsets), where companies and events purchased carbon credits to ‘neutralise’ their carbon footprint. The result? Carbon neutrality on paper. These schemes have often been based on incomplete data, questionable methodologies, and weak oversight.
With the new regulation (PE-CONS 92/1/24), the EU has taken a significant step forward. The new rules introduce certification for activities such as:
- permanent carbon removals – bioenergy with carbon capture and storage and direct air capture;
- carbon management – land use and forestry changes that sequester carbon and reduce biogenic emissions, such as methane;
- carbon storage in products – biochar, wood products, and construction materials that store carbon over time (at least 35 years).
Each project must be certified, regularly assessed, and transparent, with the involvement of independent third parties and mandatory public access to data.
What does this mean for the meetings industry?
Events remain carbon-intensive due to attendees’ mobility. The priority continues to be reducing emissions, but certified carbon offsets are crucial for residual emissions that cannot be avoided. We must praise Ljubljana Tourism’s initiative that systematically approaches the registration and certification of carbon removals – a best-practice example that ensures traceability, transparency, and a clear roadmap for the future.
The new EU regulation sets high-quality standards:
- Net benefit – the project must demonstrate that carbon removals exceed any additional emissions associated with its implementation,
- Standardised baseline values – established through the Commission’s certification methodologies,
- Additionality principle – the project would not occur without financial incentives via certification.
- Permanence – long-term carbon storage with measures to minimise the risk of reversal,
- Certification methodologies – clearly defined in Article 8 and Chapter 4 of the regulation.
A new reality: no shortcuts
The meetings industry must abandon obsolete practices and adapt to a new reality. Carbon offsetting is no longer a cheap certificate for marketing purposes but rather a demanding process that, if properly implemented, can genuinely contribute to global sustainability goals. Only with a professional approach and transparency can events continue to justifiably claim to be part of the solution rather than part of the problem.
Carbon removal projects must have a neutral impact on the following sustainability goals but may also generate additional benefits:
• climate change mitigation,
• sustainable use and protection of water/marine resources,
• transition to a circular economy,
• pollution prevention,
• protection of biodiversity and ecosystems.
Elementary rules:
1. Additionality – the project must demonstrably achieve a reduction in emissions that would not have occurred without carbon offsetting.
2. Traceability – the effects must be measurable and independently audited.
3. Permanence – the reduction in emissions must be permanent to avoid reversal.
4. No double counting – one carbon credit can only be used once.
5. DNSH Principle (Do-No-Significant-Harm) – the project must not significantly harm people, nature or communities.
6. Transparency – all data must be publicly accessible.
7. Alignment with the Paris Agreement – the projects must align with international standards.
8. Trustworthy certification – the projects must be accredited by internationally acclaimed standards.
Also attracting headlines in the media and event professionals is the Directive of the European Parliament and of the Council amending Directives 2005/29/EC and 2011/83/EU as regards empowering consumers for the green transition through better protection against unfair practices and better information. In other words, this document laid down rules for preventing greenwashing. The directive addresses misleading environmental labels or green claims related to environmental impacts, achievements, or commitments concerning goods or business operations. Such claims hinder consumers from making truly sustainable choices. The directive will come into effect in September 2026. Yet, even before then, it is essential to observe the fundamental principle of prior verification of explicit environmental claims. In other words, every environmental claim will need to be verified by independent third-party experts before publication.
The message is unequivocal: selling greenwashing stories is over. These two regulations will fundamentally reshape carbon offsetting, at least within the EU.
