Germany to implement stricter anti-greenwashing laws

New regulations aimed at combating greenwashing will take effect in Germany starting September 27, 2026. Based on the EU Directive ‘Empowering Consumers for the Green Transition’, these rules will be implemented through amendments to the Act Against Unfair Competition (UWG).

Under the new laws, companies will be prohibited from using vague environmental claims such as ‘environmentally friendly’, ‘sustainable’, or ‘climate neutral’ without verifiable evidence. Specifically, a product cannot be marketed as ‘climate neutral’ if that status is achieved solely through the purchase of CO2 certificates. Future-oriented promises, such as claims that a product will become more eco-friendly, will require a concrete and verifiable plan.

The regulations also target eco-labels and packaging. Companies will no longer be permitted to create their own green logos that mimic independent environmental audits. Only labels based on certification systems with independent control or those established by official bodies will be allowed. In the food sector, marketing imagery—such as depictions of happy chickens or blooming meadows—will be restricted if the products do not meet the implied sustainability standards, such as mass-rearing practices.