Vattenfall scraps sustainability claims after warning from regulator

Energy company Vattenfall is going to stop using the claim "Fossil-free life within one generation" after a conversation with The Netherlands Authority for Consumers and Markets (ACM). The market regulator said the sustainability claim is possibly misleading. The consumer cannot determine from that claim what the energy company's concrete sustainability efforts are and cannot compare them with other energy suppliers, ACM explained.

The regulator reported that Vattenfall is no longer using the claim and will describe its climate ambitions concretely with consumers. The energy provider has a concrete plan to reduce its CO2 emissions and "is considering how it can properly bring its ambition in the field of CO2 reduction to the attention of its customers," according to the ACM.

Commercial director at Vattenfall Cindy Kroon emphasized that it is essential that the claims are correct and that customers can trust them. "We are convinced that our slogan clearly expressed our ambition, but we also understand the ACM's view," they said. This means we are now stopping the slogan that links so many people to the energy transition, and we think that is a shame."

There will be no changes to Vattenfall's climate ambitions, the company said.