EU Sets New Rules to Curb Misleading Environmental Claims

The European Union will enforce the Empowering Consumers for the Green Transition Directive (ECGT) on 27 September 2026, tightening restrictions on vague or unsubstantiated environmental statements. The rule bars generic terms such as “climate neutral,” “carbon positive,” “zero impact” and “environmentally friendly” unless they can be clearly verified.

Companies operating in the EU are advised to inventory all existing climate‑related claims, coordinate marketing, legal and product teams, and verify packaging, advertising and website language. While the related Green Claims Directive remains pending in Council, firms should also obtain precise data on recycled‑content percentages and exercise caution with comparative environmental claims.

These steps aim to prevent greenwashing and ensure that any environmental claim is backed by solid evidence before reaching consumers.