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The present paper seeks to provide a global perspective on commercial greenwaching practices by first identifying its principal characteristics and forms. Then, it examines some prevalent issues susceptible to harm the greening consumer welfare, with views of suggesting solutions in support of a more global policy-making perspective which the latest European reforms on sustainability reflect. A holistic reform is proposed, stepping beyond the traditional framework and rationale of consumer protection rules. The paper advocates the need for some further consideration regarding the extraterritorial effect of EU law, as well as the introduction of costs and benefits redistribution, EU credits transfer and tolerance schemes into the circular economy. It also propones the enhancement of auto- regulation, transparency and reporting to strengthen the accountability of businesses in the context of their professional diligence.
