EU directive targets greenwashing to protect consumers

The European Union is implementing the ‘Empowering Consumers for the Green Transition’ directive to combat greenwashing. Starting September 27, 2026, the directive will take effect in Italy, introducing stricter regulations on environmental claims.

Under these new rules, vague or imprecise environmental claims—such as using terms like ‘green’ or ‘eco’ without proof of overall environmental performance—will be classified as deceptive commercial practices. The European Commission previously identified over 230 claims, finding that more than half were vague or misleading, and 40 percent lacked supporting evidence.

The directive expands the list of prohibited practices, including displaying sustainability labels that are not based on official certification systems or public authorities. Additionally, companies will be required to provide clearer information regarding product durability and repairability, such as software update availability and the existence of commercial warranties exceeding two years.