The EU Strictly Regulates Green Claims: New Rules Effective September 2026
The EU bans vague environmental claims and requires certified evidence from 2026.
What You Need to Know
The European directive "Empowering Consumers for the Green Transition" (ECGT) comes into effect on 27 September 2026. Its goal: combat greenwashing by banning any generic environmental claim without solid proof and enhance transparency regarding product sustainability. All companies operating in the European market are affected.
Key Points
- Use of terms like “environmentally friendly,” “green,” or “eco-responsible” will be banned unless supported by recognized evidence (such as labels like EU Ecolabel, ISO Type I).
- Any environmental claim or label must be based on independent, transparent, and verifiable certification according to the directive’s criteria.
- Companies will be required to provide clear information on product durability and reparability. Concealing information related to premature obsolescence will be penalized.
Context and Stakes
Amid growing concerns about greenwashing, the European Union is tightening its consumer protection and regulation of green claims. The directive forms part of the European Green Deal and complements legislation on ecodesign and environmental labeling. International trade and customs professionals must adapt their documentation and processes to ensure strict compliance and avoid both regulatory and reputational risks.
Impact on Professionals
Customs declarants, importers, exporters, and manufacturers will need to:
- Review all marketing materials to remove or justify environmental claims.
- Conduct audits of certifications and ensure the recognition of labels used.
- Prepare for enhanced traceability and transparency throughout the supply chain, especially regarding product reparability information. Failure to comply may result in financial penalties and the immediate withdrawal of non-compliant products.
Next Steps
- Effective date: 27 September 2026
- Begin auditing and updating communications now
- Enhance regulatory monitoring to anticipate national implementing decrees
Only proven and certified green claims will be tolerated on the European market from 2026.
Sources cited
- Facilitiesmanagement-Now - Facilitiesmanagement-Now