EU Greenwashing Rules: New Marketing Restrictions Effective September 27

New regulations targeting greenwashing will take effect on September 27, following the implementation of the European Union’s Empowering Consumers for the Green Transition (EmpCo) directive into national law.

Under these rules, companies must provide verifiable evidence for environmental claims made in marketing. The regulations restrict the use of vague terms such as ‘environmentally friendly’, ‘green’, or ‘natural’ unless they can be substantiated. Additionally, claims of ‘climate neutrality’ based solely on the compensation of greenhouse gas emissions through carbon offsets are being restricted to prevent misleading consumers.

The Deutsche Umwelthilfe (DUH) has welcomed the move, stating it provides legal clarity and protects companies that make genuine efforts to reduce environmental impact. The DUH intends to continue conducting spot checks to monitor compliance and pursue legal action against significant violations of consumer protection laws.