Green claims: what changes under Directive (EU) 2024/825

From 27 September 2026 the new rules of Directive (EU) 2024/825 on “empowering consumers for the green transition” apply across the European Union. Their aim is simple: to stop vague and unproven environmental claims, known as greenwashing.

For companies with real results, this change is an opportunity. For those relying on generic “green” messages, it is a risk. There is no transition period: claims already on the market must comply with the new rules.

What changes: the five key rules

1. An end to generic claims

Expressions such as “environmentally friendly”, “green”, “eco” or “climate friendly” are banned unless the company can demonstrate recognised excellent environmental performance relevant to the claim. A claim accompanied by a clear and specific explanation in the same communication is not considered generic.

2. Sustainability labels only with certification

Sustainability labels and “logos” are allowed only if they are based on a certification scheme or established by public authorities. Self-made labels that a company creates for itself are no longer allowed.

3. No “neutral” products through offsetting

Claims that a product has a neutral, reduced or positive climate impact are banned when they are based on emissions offsetting rather than on the product’s own life cycle.

4. The part is not the whole

You cannot present something that concerns only part of a product or business as an environmental feature of the whole. Example: recyclable packaging does not make the product “sustainable”.

5. Future commitments need a plan

Claims such as “net zero by 2030” are allowed only if backed by clear, public and verifiable commitments, a realistic implementation plan with measurable, time-bound targets and independent monitoring.

In addition, the Directive strengthens information on the durability and repairability of products and bans misleading practices related to them.

Examples: what changes in practice

Instead of…	Prefer…
“Eco-friendly packaging”	“Packaging made from 80% recycled cardboard”
“Environmentally friendly product”	A specific, measured feature, with evidence
“Climate-neutral shipping” through offsetting	Reference to actual emission reductions, separately from any offsetting
Your own “green” label	A certified label, e.g. the EU Ecolabel
“Carbon neutral by 2030”	A commitment with a plan, interim targets and independent monitoring

What a business should do now

1. List all your environmental claims : packaging, website, social media, ads, proposals, presentations.
2. Check the evidence: for each claim, what data or certification supports it?
3. Remove or reword generic claims and uncertified labels.
4. Measure what you want to communicate. Standards such as ISO 59020 for circularity or ISO 14001 for environmental management provide a credible basis.
5. Train your marketing and sales teams so new messages are accurate from the start.

From obligation to advantage

The new rules reward those who measure. A company that can say “we cut production waste by 35% in two years” — and prove it — will easily stand out in a market where vague “green” messages are disappearing.

This is exactly the bridge we build at GREENWISE: measurable environmental performance, documented with standards such as the ISO 59000 family, and communication that makes it visible in the market.

This article is for information only and does not constitute legal advice. Implementation details, such as penalties, are set by each Member State’s national law.