What changed
The EU Directive 2024/825 was adopted in February 2024 and amends the Unfair Commercial Practices Directive. It fundamentally changes what companies can say about their environmental performance within the EU.
The core requirement: generic environmental claims are now prohibited unless substantiated by recognized evidence. Terms like “eco-friendly,” “green,” “climate neutral,” and “sustainable” cannot be used unless the company can demonstrate, through independent verification, that the claim is accurate.
Timeline
Member states must transpose the directive into national law by March 27, 2026. Enforcement begins from September 27, 2026. Companies marketing to EU consumers are subject regardless of where they are headquartered.
What this means in practice
Companies can no longer rely on vague sustainability language. Every environmental claim must be tied to specific, verifiable evidence. Carbon offset-based “carbon neutral” claims are explicitly targeted.
The directive also bans sustainability labels not based on recognized certification schemes or established by public authorities.
What companies should do now
Audit every environmental claim across marketing materials, packaging, and digital channels. Map each claim to supporting evidence. Remove or substantiate claims that rely on vague language before September 2026.