EU Green Claims Directive bans generic sustainability labels from 2026

The European Union’s Empowering Consumers for the Green Transition (EmpCo) Directive will prohibit the use of generic environmental labels such as “sustainable,” “eco‑friendly,” “green” or “climate neutral” unless the claim can be substantiated with clear scientific evidence for the specific product. The rule, which takes effect on 27 September 2026 for goods placed on the market, also bans claims that rely solely on carbon‑offset credits. Manufacturers must obtain independent verification of any voluntary green claim before it can be advertised.

Adopted by the European Parliament in March 2024, the draft entered a trilogue negotiation phase and is expected to be transposed into national law within two years, with full applicability anticipated by 2027. The aim is to curb misleading green‑washing, give consumers reliable information and ensure that only genuinely environmentally beneficial products can carry green claims across the EU’s 27 member states.