EU tightens rules on environmental marketing claims

New European Union regulations aimed at curbing greenwashing will restrict the use of vague environmental claims in marketing. Under Directive 2024/825, terms such as ‘eco-friendly’, ‘green’, ‘climate-friendly’, or ‘sustainable’ will be prohibited unless companies can provide documented evidence of high environmental performance to support such claims.

While the directive requires EU member states to implement these rules into national law by March 27, 2026, with enforcement beginning September 27, 2026, implementation timelines vary by country. Sweden is currently facing delays in integrating the directive into its domestic legal framework. In Poland, the Senate has passed legislation to implement these changes, though the new rules are expected to take effect for Polish businesses on September 27, 2027, providing an additional year for preparation.

The regulations also target sustainability labels that are not based on official certification systems or public authorities. Additionally, online retailers will face new obligations regarding product durability, repairability, and software update guarantees. These rules apply to all businesses selling to consumers, regardless of size or whether they use their own websites or third-party marketplaces.