EU to crack down on greenwashing with new environmental claim rules

New European regulations are set to tighten rules on environmental communication to combat greenwashing. Starting September 27, 2026, under Directive (EU) 2024/825, companies will be prohibited from using generic claims such as “eco-friendly,” “green,” or “environmentally friendly” unless they are supported by verifiable evidence and recognized third-party certifications.

The directive also targets misleading claims regarding climate neutrality. Products cannot be marketed as “carbon neutral” or “zero impact” solely based on the purchase of carbon credits. Companies found using deceptive labels or online communications may face significant penalties from antitrust authorities, reaching up to 10 million euros or 4% of their total annual global turnover.

Parallel to these regulatory shifts, there is a growing demand for specialized ESG (Environmental, Social, and Governance) expertise within the corporate sector. While sustainability is increasingly integrated into industrial planning and financial decision-making, adoption remains uneven. In Italy, only 37% of companies currently integrate ESG criteria into their business strategies, indicating significant growth potential, particularly among small and medium-sized enterprises.