EU bans generic green labels like “sustainable” and “eco‑friendly” from 2026

The European Union will prohibit the use of generic environmental claims such as “sustainable”, “eco‑friendly”, “green” or “carbon‑neutral” on products unless the company can substantiate them with verifiable data. The rule takes effect on 27 September 2026 under the Empowering Consumers for the Green Transition (EmpCo) directive.

Four categories of claims are barred: vague green terms without proof; carbon‑neutral statements based solely on offset credits; product‑wide claims that rely on a single component’s footprint; and any portrayal of mere legal compliance as a voluntary environmental achievement. Only labels backed by independent third‑party certification may be displayed, and legal responsibility rests with retailers rather than manufacturers. At the same time, the EU is trimming mandatory sustainability reporting requirements, reducing required disclosures by more than 60 %. National consumer authorities will enforce the new regime across the bloc.