Greenwashing – a misleading or deceptive marketing practice used by companies and other organizations to portray themselves or their products and services as environmentally friendly or sustainable – has become so ubiquitous in recent times that regulators have been forced to act. The EU’s proposed “green claims” directive is the latest initiative designed to clarify the investment regime around sustainability and ESG with the aim of protecting consumers and investors from greenwashing. Once again, however, its progress promises to be somewhat fraught.