EU greenwashing ban compels German jewelers and craftsmen to prove sustainability claims

From 27 September 2026 the European Union will prohibit unsubstantiated sustainability statements in marketing. The new rule, often called the EU greenwashing ban, makes generic claims such as “sustainable”, “eco‑friendly”, “green” or “climate‑neutral” illegal unless they are backed by verifiable evidence.

The regulation applies to sectors including jewellery, watches and the German hand‑craft industry. Businesses must secure independent certification, document the material origin and production steps, and ensure that all advertising, packaging and online descriptions can be audited. Violations can lead to private lawsuits, cease‑and‑desist orders and potential fines. Firms are advised to replace vague language with specific standards—such as the EU Ecolabel, ISO 17065 or recognised Type‑I seals—and to keep all certificates and evidence centrally documented to avoid reputational damage and legal risk.