European Union implements new anti-greenwashing and packaging rules

New European Union regulations are set to tighten rules regarding environmental claims and packaging to combat greenwashing. Under Directive (EU) 2024/825, which becomes fully applicable on September 27, companies will be prohibited from using self-produced sustainability labels or generic environmental claims—such as ‘eco’, ‘green’, or ‘environmentally friendly’—without verifiable scientific data or third-party certification.

In Italy, non-compliance could result in fines of up to 10 million euros or 4% of annual turnover for cross-border cases. The directive specifically targets products marketed as vegan, vegetarian, or plant-based, requiring these claims to be backed by official certification rather than autonomous company assertions.

Separate but related packaging regulations are also being implemented across the EU. These include restrictions on single-use plastic packaging for condiments and small portions, as well as mandates to reduce excess empty space in e-commerce shipping. By 2030, new criteria will ensure packaging is not just technically recyclable but effectively collected and recycled, with minimum requirements for recycled content in plastic packaging.