started · updated
EU and Italy implement strict new rules against greenwashing
New European and Italian regulations targeting greenwashing will become fully operational on September 27, 2026. Transposing EU Directive 2024/825, Italy’s Legislative Decree 30/2026 imposes strict requirements on environmental communication to protect consumers from misleading claims.
Under the new rules, companies are prohibited from using generic terms such as ‘eco-friendly’, ‘green’, or ‘sustainable’ unless they can provide objective and verifiable evidence of environmental performance. Furthermore, claims of ‘carbon neutrality’ or ‘climate positive’ based solely on carbon offsetting are now banned. Sustainability labels must also be backed by independent third-party certifications or official public systems.
Violations of these transparency standards can lead to significant penalties, with potential fines reaching 10 million euros. These measures follow European Commission findings that over 53% of environmental claims were vague or misleading.
In a separate context, a GlobeScan survey commissioned by the WWF indicates that 91% of European business executives view the green transition as a long-term driver of competitiveness, despite current political debates regarding the potential loosening of environmental standards.
Entities
Carbon Footprint Italy · Codici · European Commission · European Union · Italy · Ministry of Enterprises and Made in Italy · WWF
Claims
What the coverage asserts, and how many sources carry each claim.
- [● 6 SOURCES] Products can no longer be claimed as ‘carbon neutral’ or ‘climate positive’ based solely on the compensation of emissions. giornaledellepmi.it · www.lamiafinanza.it · www.entilocali-online.it · www.key4biz.it · lamilano.it · +1 more
- [● 9 SOURCES] The new rules against greenwashing become fully operational in Italy on September 27, 2026. www.larassegna.it · www.ehabitat.it · www.ferpi.it · giornaledellepmi.it · www.lamiafinanza.it · +4 more
- [● 9 SOURCES] Italy has transposed EU Directive 2024/825 into national law via Legislative Decree 30/2026. www.larassegna.it · www.ehabitat.it · www.ferpi.it · giornaledellepmi.it · www.lamiafinanza.it · +4 more
- [○ 1 SOURCE] Unfair practices regarding environmental claims can result in sanctions of up to 10 million euros. www.lamiafinanza.it
- [● 6 SOURCES] Environmental labels must be derived from certified systems or public frameworks and controlled by independent third parties. www.larassegna.it · www.lamiafinanza.it · www.entilocali-online.it · www.key4biz.it · lamilano.it · +1 more
- [● 9 SOURCES] Generic environmental terms such as ‘eco’, ‘green’, or ‘sustainable’ cannot be used without objective, verifiable proof. www.larassegna.it · www.ehabitat.it · www.ferpi.it · giornaledellepmi.it · www.lamiafinanza.it · +4 more
- [● 2 SOURCES] A survey of 350 European executives found that 91% believe the green transition will strengthen EU competitiveness in the long term. www.radiostudio90italia.it · www.corrierepl.it
- [● 2 SOURCES] An analysis by the European Commission found that 53.3% of environmental claims were vague, misleading, or unfounded. giornaledellepmi.it · www.lamiafinanza.it