The Horizon Europe project ZeroF has launched a video campaign to raise public awareness about the risks of PFAS and to highlight its efforts in developing safe, sustainable alternatives. The campaign is designed to support policy goals, inform citizens, and encourage the uptake of innovative PFAS-free alternatives across Europe.
Few people pause to consider what makes their raincoat water-resistant, their frying pan non-stick, or their takeaway coffee cup leak-proof. The answer often lies with PFAS, per- and polyfluoroalkyl substances, a family of synthetic chemicals invented for convenience and durability. But the same qualities that make PFAS useful have also caused growing environmental and health problems in recent years.
Because of their extreme persistence, PFAS do not break down once released into the environment. Instead, they accumulate in soil, water, wildlife, and even in human bodies. Scientific studies, including the large-scale C8 Science Panel investigation in the US and reviews by the European Food Safety Authority (EFSA), have linked PFAS exposure to certain cancers (such as kidney and testicular cancer), immune system disorders, and hormone-related illnesses.
How the EU is taking action
In response, the European Union is strengthening PFAS oversight through the REACH Regulation, with the European Chemicals Agency and EFSA conducting broad risk assessments. A major group-wide restriction proposal covering over 10,000 PFAS substances, led by Denmark, Germany, the Netherlands, Norway, and Sweden, is underway, with final decisions expected after ECHA’s evaluations. Meanwhile, some Member States have introduced national bans or tighter rules: Denmark restricts PFAS in clothing and food packaging, Sweden leads the EU-wide proposal, and Germany enforces stricter drinking water standards and penalties. Despite progress, many hazardous PFAS remain in products and supply chains, highlighting the complexity of phasing out these persistent chemicals. This coordinated effort supports the EU Green Deal and Chemicals Strategy goals to protect health and the environment while enabling industry transition to safer alternatives.
As a consequence, strong and sustained policy action is essential, alongside political commitment, investment in safer alternatives, and active public involvement. Providing transparent information is key to building public understanding of health and environmental decisions. To support this effort, the Horizon Europe project ZeroF recently launched a video campaign to highlight the risks of PFAS and demonstrate how its new alternatives deliver safe and sustainable performance.
ZeroF’s work on safer alternatives
The ZeroF project, launched in 2023 and coordinated by VTT in Finland, brings together twelve European partners to develop safe and sustainable alternatives to PFAS chemicals. Its main objective is to create new coatings for upholstery textiles and food packaging that offer the same resistance to water, oil, and grease as PFAS, but without the associated risks to human health or the environment. The project takes a comprehensive approach, using the Safe and Sustainable by Design (SSbD) framework to guide the development, optimisation, and safety assessment of these coatings. In addition, ZeroF includes cost-benefit analysis, social acceptance studies, and life cycle assessments to ensure the new materials are economically viable, socially accepted, and environmentally responsible throughout their lifespan. Communication is a key part of the project, helping to ensure that ZeroF’s results reach industry, policymakers, and the public. This outreach is led by LGI Sustainable Innovation.
Raising awareness through video
In June 2025, the ZeroF project launched a public engagement campaign aimed at raising awareness and encouraging acceptance of sustainable PFAS-free alternatives across Europe. Building on an internal social acceptance analysis led by VTT, which surveyed people in France, Finland, Spain, and Luxembourg, the campaign delivers tailored messages that address varying levels of awareness and concerns among different European audiences, including early adopters and cautious stakeholders who are worried about product performance, cost, and technical feasibility.
This evidence-based approach ensures that communication is transparent and includes all stakeholders, in line with the EU’s aim for careful chemical regulation and the promotion of safer alternatives. The campaign serves as a bridge between the scientific research taking place in the lab and the consumers who will benefit from these innovations. At the heart of the campaign is a series of videos on the ZeroF YouTube channel. These videos address the concerns of consumers by clearly presenting a systematic approach that explains the risks of PFAS, the development and safety of new alternatives, the need to avoid unintended harmful replacements, and the ways to ensure these solutions are practical and cost-effective.
The PFAS-free future: A five-part educational series
The ZeroF campaign named ‘PFAS-FREE FUTURE’ is structured as a five-part video series, each guided by a moderator from ZeroF’s communication team who introduces viewers to the scientists and experts driving the project. This educational journey begins with an accessible overview of PFAS and their widespread health and environmental risks, establishing the urgency behind seeking safer alternatives (video 1). The series then demonstrates through real examples how ZeroF’s PFAS-free coatings match or surpass the performance of conventional PFAS products, particularly in textiles, addressing a key concern for both policymakers and industry (video 2). To establish trust in these innovations, the third video focuses on the rigorous safety evaluations carried out under the Safe and Sustainable by Design framework, with a special emphasis on the development of PFAS-free food packaging. The fourth video focuses on environmental evaluation, showing how ZeroF researchers use life cycle assessment and related methods to ensure that PFAS-free alternatives deliver real ecological benefits without introducing new harms. The final video concludes with a focus on affordability, illustrating that scalable, cost-effective PFAS-free solutions are achievable and within reach for European industry. This series has been made possible through the valuable contributions and collaboration of our key partners: Fraunhofer ISC, Leitat, Luxembourg Institute of Science and Technology, LGI Sustainable Innovation, TEMAS Solutions, and VTT.
A shared responsibility to tackle PFAS
ZeroF invites EU stakeholders to watch and share the campaign videos, integrate the content into PFAS policy discussions and training sessions, and join ZeroF for its final event on 20 November in Barcelona, where the project will present its results.
“Ending PFAS pollution is a shared responsibility,” the ZeroF communication team affirms. “We believe policy can move faster when the public understands what’s at stake.” As Europe prepares to phase out harmful PFAS chemicals, ZeroF shows that change begins not only in the lab but also in the minds of consumers. By combining scientific research, social insights, and targeted outreach, the ZeroF campaign actively supports the EU Green Deal and Chemicals Strategy for Sustainability. It helps drive policy that protects human health and the environment while encouraging innovation and the adoption of safer chemical alternatives.
Please note, this article will also appear in the 23rd edition of our quarterly publication.
