New EU rules to tackle greenwashing take effect today
Companies must better substantiate environmental claims and give consumers clearer information about repairs, sustainability and guarantees.
New European consumer rules against misleading sustainability claims will apply from Sunday 27 September. General terms such as ‘green’ or ‘environmentally friendly’ may no longer create the impression that a product is more sustainable without evidence.
The rules stem from the European directive Empowering Consumers for the Green Transition. The directive was adopted in February 2024 and had to be transposed into national law by the member states. The European Commission says the rules should help consumers make more sustainable choices and encourage companies to formulate verifiable claims.
Not every sustainability claim will be banned. The guiding principle is that a claim must be clear, accurate and relevant. A company that markets a product as environmentally friendly, for example, must be able to explain the basis for that qualification. Companies may also not simply invent their own sustainability labels; the new rules set requirements for certification and public recognition.
The Autoriteit Consument & Markt (ACM) warns companies that the Dutch rules are changing from today. The ACM refers to the European directive and has amended its guidance on sustainability claims. That guidance contains examples of wording that may mislead consumers, but the regulator also notes that older explanations do not contain all the new legal details.
The directive goes beyond advertising. Sellers must give consumers better information about repair options, the durability of products and the period during which software updates will be available. The European Commission is also introducing an EU notice on the legal guarantee and a voluntary GARAN label for producers offering an additional sustainability guarantee of more than two years.
For shops, online shops, manufacturers and marketing agencies, this means they must review packaging, websites, advertisements and labels. Broad wording without measurable explanation poses a particular risk. The rules do not prescribe that every product must be as sustainable as possible, but they do mean that companies may not suggest greater environmental benefits than they can substantiate.
The new standard is intended to combat greenwashing, but its practical effect will depend on supervision and enforcement in the member states. There will also remain room for debate about comparisons between products, the quality of labels and what constitutes sufficient substantiation. For consumers, the introduction mainly means that a green claim may henceforth be presented less as a standalone marketing promise.
One story, several perspectives
What is established
- The EU directive will apply on 27 September 2026.
- The rules restrict misleading environmental claims and set requirements for sustainability labels.
- Sellers must give consumers better information about, among other things, repairs and guarantees.
Left
Arguments Consumers find it difficult to assess the climate impact of products themselves. Strict rules are needed to counter marketing that suggests sustainability without real change.
Values Environmental protection, consumer power and corporate responsibility.
Consequences Strong enforcement can reduce greenwashing and reward companies that demonstrably invest in longer product lifespans and lower emissions.
Centre
Arguments Clear information is useful, but the rules must remain predictable and workable. Companies need practical guidance and regulators must treat comparable cases consistently.
Values Transparency, legal certainty and workable regulation.
Consequences A proportionate approach can protect consumers without companies removing all sustainability information for fear of legal proceedings.
Right
Arguments The EU should exercise restraint with detailed requirements for advertising and product information. Entrepreneurs should retain scope to bring new products and sustainable solutions to the market.
Values Entrepreneurship, freedom of choice and limiting administrative burdens.
Consequences Overly burdensome rules could hamper innovation and competition, particularly among smaller companies without large legal and marketing departments.
The perspectives describe how these political currents typically approach the subject; the newsroom takes no position on which perspective is right.
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The effective date, the scope of the directive and the additional information obligations have been directly confirmed by European and Dutch government sources. The text makes no claims about future fines or specific companies.
- confirmed The new European rules will apply on 27 September 2026. — The European Commission and ACM name this date. source
- confirmed General sustainability claims must be substantiated. — This follows from the directive and the Dutch government’s explanatory notes. source
- confirmed The rules set requirements for sustainability labels. — EUR-Lex prohibits, among other things, sustainability labels without a certification scheme or public basis. source
- confirmed Consumers will receive more information about repairs and software updates. — This is stated in the Dutch explanatory notes on the directive. source
Editor's note
The effective date and main elements of the directive have been confirmed by the European Commission, ACM and EUR-Lex. The precise national enforcement arrangements and the outcome of individual cases are not yet known.Sources
- Sustainable consumption — European Commission
- Leidraad Duurzaamheidsclaims — Autoriteit Consument & Markt
- Richtlijn (EU) 2024/825 — EUR-Lex
- Consumenten beter beschermd tegen misleidende duurzaamheidsclaims — Rijksoverheid
More on this in Dutch media
- NOS — „greenwashing duurzaamheidsclaims”
- Het Parool — „greenwashing duurzaamheidsclaims”
- de Volkskrant — „greenwashing duurzaamheidsclaims”