27 September 2026
EU green-claims rules
From 27 September 2026, the Empowering Consumers for the Green Transition Directive — Directive (EU) 2024/825 — is enforceable across all twenty-seven member states. It amends the EU's unfair commercial practices rules, so it is enforced by national consumer authorities, and penalties can reach 4% of annual turnover in the member state concerned.
From that date, in any EU market, these become unlawful:
- Generic environmental claims — “eco-friendly”, “green”, “natural”, “climate conscious” — without recognized, demonstrated excellent environmental performance
- Sustainability labels not based on a certification scheme or established by a public authority. A logo you designed yourself no longer qualifies
- Claims of neutral, reduced or positive environmental impact that rest on offsetting. Product-level “climate neutral” is effectively finished
- Claims about a whole product when they concern only one part of it, or only one stage of its life
Brand names and trademarks that imply an environmental benefit are in scope too, which catches a surprising number of companies who assumed their branding was outside the rules.
One thing to be clear about, because it is widely misreported: the separate Green Claims Directive was withdrawn by the Commission in June 2025. It is not coming. If a consultant is selling you readiness for it, check the date on their material. What binds is the directive above, which was adopted in March 2024 and has no transition period.
The rules apply to business-to-consumer communication. If you sell business-to-business — hazelnuts to a chocolate manufacturer, for instance — you are not directly caught, but your customer is, and substantiation requirements will reach you contractually rather than legally. That distinction is worth getting right before anyone sells you something you do not need.