EU Hunts for Misleading Environmental Marketing
7 Articles
7 Articles
This Sunday, 27 September, a new European Green Transition Directive comes into force, hunting greenwashing, a marketing strategy that is to give itself a misleading image of ecological responsibility, and now prohibits slogans and practices frequently used by companies to "green" themselves under penalty for misleading business practices.
"Environmentally friendly" or "climate neutral": Such general advertising slogans have been banned in the European Union since today if they are not sufficiently documented. Furthermore, new requirements apply, for example, to the right to repair and software updates. An overview of the changes in consumer law.
Updated European rules on the protection of consumer rights during the green transition and the prevention of so-called greenwashing have come into force.
Expressions such as "green", "friend of the environment", "bio", "natural" or "carbon neutral" cease to be used without an objective and verifiable justification to support the claim.
From 27 September, calling a product "friend of the environment" or "carbon neutral" without proof becomes unfair commercial practice throughout the Union. Portugal comes to date without transposition.
Since today, 27 September 2026, a series of usual words in packaging and campaigns are banned throughout the European Union if they are not accompanied by verifiable proof. Directive (EU) 2024/825, known as EmpCo, is effectively implemented in Spain and the rest of the EU, and makes these terms an unfair commercial practice punishable when used without backing.
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