Horizon Europe Project Zerof has launched a video campaign to raise public awareness of PFA risks and highlight its efforts in developing safe and sustainable alternatives. The campaign is designed to support policy goals, inform citizens, and encourage the intake of innovative PFAS-free alternatives across Europe.
Few people pause to consider raincoats water-resistant, non-stick pans, or takeaway coffee cup leak proof. The answer is often in the family of PFAs, polyfluoroalkyl substances, and synthetic chemicals invented for convenience and durability. However, the same quality that makes PFA convenient has caused an increase in environmental and health issues in recent years.
Due to its extreme sustainability, PFA will not break even if released into the environment. Instead, they accumulate in the soil, water, wildlife, and even the human body. Scientific studies, including a large US C8 Science Panel Survey and a review by the European Food Safety Agency (EFSA), link PFA exposure to certain cancers (such as kidney and testicular cancer), immune system disorders, and hormone-related diseases.
How the EU is taking action
In response, the European Union is increasing its PFA oversight through reach regulations, with the European Chemicals Agency and the EFSA conducting a wide range of risk assessments. A major group-wide limit proposal covering more than 10,000 PFAS materials, led by Denmark, Germany, the Netherlands, Norway and Sweden, is currently underway, with a final decision expected after ECHA evaluation. Meanwhile, some member states have introduced state bans or stricter rules. Denmark has restricted PFAs for clothing and food packaging, Sweden has led proposals across the EU, and Germany has implemented stricter drinking water standards and penalties. Despite advances, many dangerous PFAs remain in their products and supply chains, highlighting the complexity of phased out these persistent chemicals. This coordinated effort will support the goals of EU Green’s trading and chemical strategy, allowing the industry to move towards safer alternatives while protecting health and the environment.
As a result, strong and sustainable policy action is essential, along with political commitment, investment in safer alternatives and aggressive public engagement. Providing transparent information is key to building a general understanding of health and environmental decisions. To support this effort, Horizon Europe Project Zerof recently launched a video campaign highlighting the risks of PFA and showing how new alternatives can deliver safe and sustainable performance.
Zerof’s work on safer alternatives
Launched in 2023 and coordinated by Finland’s VTT, the ZEROF project will bring together 12 European partners to develop safe and sustainable alternatives to PFAS chemicals. Its main purpose is to create new coatings for upholstery textiles and food packaging. This provides the same water, oil and grease resistance as PFA, but does not have any risks related to human health or the environment. This project employs a comprehensive approach using a Safe and Sustainable Design (SSBD) framework to guide the development, optimization and safety assessment of these coatings. Additionally, ZEROF includes cost-benefit analysis, social acceptance research, and life-cycle assessments to ensure that new materials are economically viable, socially acceptable and environmentally responsible. Communication is an important part of the project and helps ensure Zerof’s results reach the industry, policy makers, and the public. This outreach is led by sustainable innovation from LGI.
Raise awareness through video
In June 2025, the ZEROF project launched a public engagement campaign aimed at raising awareness and encouraging acceptance of sustainable PFA-free alternatives across Europe. Based on internal social acceptance analysis led by VTT, which surveyed people in France, Finland, Spain and Luxembourg, the campaign provides coordinated messages that address different levels of awareness and concerns among a variety of European audiences, including early adopters and discreet stakeholders who are concerned about the performance, cost and technical appeal of the product.
This evidence-based approach ensures communication is transparent, includes all stakeholders, and in line with the EU’s objectives for promoting careful chemical regulations and safer alternatives. The campaign serves as a bridge between scientific research being conducted in the lab and consumers who benefit from these innovations. At the heart of the campaign is a series of videos on the Zerof YouTube channel. These videos address consumer concerns by clearly presenting a systematic approach that explains the risks of PFA, the development and safety of new alternatives, the need to avoid unintended, harmful replacements, and how to ensure these solutions are practical and cost-effective.
The Future of PFAS Free: A 5-part Education Series
The ZEROF campaign, named “PFAS-Free Future,” is comprised of a five-part video series, each led by moderators of Zerof’s communications team, introducing viewers to scientists and experts who drive the project. This educational journey begins with an accessible overview of PFA and its broad health and environmental risks, establishing the urgency behind seeking safer options (Video 1). This series shows practical examples of how Zerof’s PFAS-free coatings match the performance of traditional PFAS products, particularly in textiles, or address important concerns of both policymakers and industry (Video 2). To establish confidence in these innovations, the third video focuses on rigorous safety assessments under safe and sustainable design frameworks, with a particular emphasis on the development of PFAS free food packages. The fourth video focuses on environmental assessments, showing how Zerof researchers use lifecycle assessments and related methods to ensure that PFAS-free alternatives provide real ecological benefits without introducing new harm. The final video concludes with a focus on affordability, indicating that a scalable, cost-effective PFA-free solution is achievable and within reach for European industry. This series was made possible through the valuable contributions and collaboration of key partners such as Fraunhofer ISC, Leitat, Luxembourg Science and Technology, LGI Sustainable Innovation, Temas Solutions, and VTT.
Share your responsibility to address PFA
Zerof will invite EU stakeholders to watch and share campaign videos, integrate content into PFAS policy discussions and training sessions, and invite them to participate in the final event held in Barcelona on November 20th.
“It is a common responsibility to end PFA contamination,” the Zerof Communication team asserts. “We believe that understanding that the public is at risk will allow policies to move faster.” As Europe prepares to phase out harmful PFAS chemicals, Zerof shows that change will begin 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 EU green trading and chemical strategies on sustainability. It helps to promote policies that protect human health and the environment, while promoting innovation and adoption of safer chemical alternatives.
This article will also be featured in the 23rd edition of Quarterly Publication.
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