European Union introduces new consumer protection and durability rules

New European Union regulations taking effect on September 27 aim to enhance consumer protection regarding product durability and environmental claims. The amendments to consumer rights and unfair business practices directives are designed to combat “greenwashing” by banning unfounded eco-labels. Currently, over 1,200 different environmental labels exist in the EU market, many of which lack standardized meaning; under the new rules, such claims must be backed by professional certification.

To improve transparency regarding product longevity, a new “GARAN” label will be introduced for products that voluntarily offer a free commercial durability guarantee exceeding the standard two-year legal requirement. Additionally, retailers must clearly display information regarding the mandatory two-year legal guarantee for all goods purchased within the EU. This information must be visible in both physical and online stores, often near checkout points, and include a QR code linking to further details in the appropriate language.

The EU expects these measures to encourage manufacturers to produce more durable goods, thereby reducing electronic and other waste.