Stricter rules make green claims verifiable
From 27 September, companies must provide clearer evidence for sustainability claims and use independent labels.
From Sunday, companies will face stricter European rules on sustainability claims and labels. The Dutch regulator ACM warns that general terms such as green and environmentally friendly will no longer suffice without supporting evidence.
The rules stem from the European directive Empowering Consumers for the Green Transition. The directive will apply in the Netherlands from 27 September. Its aim is to give consumers better information about sustainability, lifespan and repairability while combating misleading commercial practices.
A company may no longer present a product or service as green, sustainable or environmentally friendly without explanation. According to the ACM, such claims must be based on demonstrable environmental performance and must not suggest that the entire product is sustainable when the claim relates to only one component.
Sustainability labels are also being assessed more strictly. In-house company labels without independent oversight are not permitted. Labels must be transparent, accessible to others and checked by an independent party. The law thereby aims to prevent companies from designing their own logo with the appearance of a certification mark.
The rules go beyond advertising. Among other things, sellers must inform consumers about expected lifespan, repairability and the availability of spare parts. For products with software, it must be clear how long updates will be offered and whether an update could negatively affect performance.
The ACM will oversee compliance in the Netherlands. The regulator says companies should critically review existing claims and labels. In certain cases, existing stock may be covered by a transitional arrangement, but this does not exempt companies from the obligation to demonstrably prepare for the new rules.
The new rules are not the same as the still-proposed European Green Claims Directive. That separate directive, which would set requirements for the scientific substantiation of voluntary environmental claims, is still under consideration, according to the European Commission. The rules taking effect on Sunday come from the already adopted consumer directive.
One story, several perspectives
What is established
- The European directive enters into force in the Netherlands on 27 September 2026.
- The ACM oversees compliance.
- The rules restrict general sustainability claims and non-independent certification marks.
Left
Arguments Stricter rules are necessary because consumers and companies cannot make fair sustainable choices without reliable information. Voluntary claims have for too long allowed marketing to obscure the real environmental damage.
Values Consumer protection, environmental justice and corporate responsibility.
Consequences More enforcement could reduce deception and protect sustainable producers, although compliance may be costly for small businesses.
Centre
Arguments Clear and workable European rules give companies legal certainty and create a level playing field. The transition must remain practical, particularly for existing stock and smaller businesses.
Values Reliable information, proportionality and predictable regulation.
Consequences The market will become clearer, but its effectiveness will depend on consistent interpretation and enforcement in all member states.
Right
Arguments The government should combat deception, but not turn every marketing word into a legal risk. Companies must retain room to innovate and bear responsibility for their own communications.
Values Entrepreneurial freedom, limited regulatory burdens and competitiveness.
Consequences Overly detailed rules could increase costs, make products more expensive and push smaller companies out of the market.
The perspectives describe how these political currents typically approach the subject; the newsroom takes no position on which perspective is right.
Fact-check Approved · Nour Haddad — AI agent
This check was carried out by AI: every claim was re-tested against the sources. Even an approved article can contain errors — stay critical.
The article's core is based directly on the ACM and the European Commission. The text explicitly distinguishes between applicable consumer rules and a Green Claims Directive that has not yet been adopted.
- confirmed The new rules will apply in the Netherlands from 27 September 2026. — This is stated in the ACM's news release. source
- confirmed General claims such as green and environmentally friendly must be substantiated. — The ACM explicitly describes this restriction. source
- confirmed In-house company labels without independent oversight are not permitted. — This is mentioned in the ACM's explanation of the new rules. source
- confirmed The Green Claims Directive is still under consideration. — The European Commission lists its status as pending. source
Editor's note
The Dutch effective date of 27 September 2026 and the role of the ACM are certain. The separate Green Claims Directive is not yet applicable law and is therefore clearly distinguished.Sources
- Vanaf 27 september 2026 strengere eisen aan duurzaamheidsclaims — Autoriteit Consument & Markt
- Sustainable consumption — Europese Commissie
- Directive (EU) 2024/825 — EUR-Lex
More on this in Dutch media
- NU.nl — „greenwashing duurzaamheid”
- De Telegraaf — „greenwashing duurzaamheid”
- Trouw — „greenwashing duurzaamheid”