European Union implements new anti-greenwashing regulations

New regulations are set to take effect across the European Union, including in Italy, by September 27, 2026, to combat greenwashing. This measure, implemented through legislative decree 30/2026, transposes EU Directive 2024/825 into national consumer codes.

The rules prohibit companies from using vague environmental claims such as ‘eco’, ‘green’, ‘natural’, or ‘sustainable’ without providing verifiable evidence of recognized environmental excellence. The legislation targets deceptive practices across various platforms, including product labels, advertising, websites, online stores, and social media.

Common prohibited practices include exaggerating minor environmental benefits, using self-made sustainability logos that mimic official certifications, and making unsubstantiated ‘net zero’ promises without documented plans. The European Commission estimates that 53% of environmental messages on products in the EU are imprecise, misleading, or unfounded.