EU CONSUMER LAW · ENVIRONMENTAL MARKETING · 2026Product climate-neutral claims
Claims that a product has a neutral, reduced or positive greenhouse-gas impact based on offsetting are prohibited. Not every factually substantiated climate statement is automatically prohibited.
EU CONSUMER LAW · ENVIRONMENTAL MARKETING · 2026
EU Greenwashing Rules 2026: What Businesses Need to Know
New EU rules change how companies may advertise environmental benefits. Understand which climate claims, sustainability labels and packaging messages require immediate attention.
BuVNKEmpCo 2026Green Claims
EmpCo27.09.2026
Green ClaimsEU consumer law
27 September 2026Application of EmpCo rules
Environmental claimsClear and verifiable
Sustainability labelsCertification or public authority
BuVNK FACHWISSEN
What changes for environmental advertising?
The Empowering Consumers for the Green Transition Directive (EU) 2024/825 amends EU consumer law. Member States had to transpose it by 27 March 2026; its rules apply from 27 September 2026. National enforcement and specific facts must be assessed separately.
Sustainability labels
Labels must be based on a certification scheme or established by public authorities. Check independence, criteria, verification and transparency.
Generic environmental claims
Broad claims such as “green” or “environmentally friendly” require particular care. Their lawfulness depends on the precise claim and the conditions in the applicable law.
Packaging and online shops
Review printed packs, product descriptions, advertisements and marketplace listings. Do not assume a blanket sell-through period for existing stock.
CHECKLISTE
Five steps for businesses
01
Inventory all claims on products, websites and advertising.
02
Flag offset-based product neutrality statements for legal review.
03
Verify sustainability-label criteria and independent controls.
04
Document substantiation, ownership and approval of each claim.
05
Update packaging artwork and train marketing and purchasing teams.
Check your environmental claims
Use the BuVNK EmpCo checklist as a starting point.
FAQ
Frequently asked questions
Is the word “climate neutral” banned in every context?
No. The directive targets defined practices, notably product greenhouse-gas neutrality claims based on offsetting. Individual claims still require assessment.
Can a company use its own sustainability label?
Only if it meets the relevant requirements, including the rules on certification schemes or public-authority labels.
Is EmpCo the same as the Green Claims Directive proposal?
No. EmpCo is adopted EU law; the separate Green Claims legislative proposal has its own status and should not be confused with it.