Italy implements new anti-greenwashing regulations

New regulations against greenwashing take effect in Italy on September 27, 2026, following the transposition of EU Directive 2024/825. The rules prohibit the use of generic environmental claims such as ‘ecological’, ‘sustainable’, or ‘carbon neutral’ unless they are backed by verifiable evidence and recognized certification schemes like the EU Ecolabel.

In the tourism sector, Alfonso Pecoraro Scanio, President of the UniVerde Foundation, has called for a National Plan for Sustainable Tourism. He emphasizes the need to redistribute tourist flows toward rural areas, mountains, and small villages to promote responsible growth and combat the negative impacts of mass tourism.

Research from Human Company indicates a shift in Italian traveler behavior, with 79% of respondents willing to modify habits to reduce environmental impact. Meanwhile, in the professional cleaning industry, companies like Ress are integrating sustainability through ISO certifications and renewable energy use to meet increasing market demands for eco-friendly solutions.