EU Greenwashing Rules from 27 September 2026: Which Green Claims Are Now Banned
In brief
- From 27 September 2026, the EU Empowering Consumers for the Green Transition Directive (Directive (EU) 2024/825) bans several common green marketing claims across all EU countries.
- Generic claims such as “eco-friendly” or “green” are banned unless you can show recognised excellent environmental performance. Sustainability labels must be based on a certification scheme or set by a public authority.
- Claims that a product is “carbon neutral” or has a reduced impact because of carbon offsets are banned.
- There is no transition period: products and labels already on the market must comply. In the UK, the CMA can now fine companies directly for misleading claims.
If you sell to consumers in the EU, some claims on your packaging, website and adverts became illegal on 27 September 2026. The rules apply to UK and other non-EU companies selling to EU consumers too. Here is what is banned, what is still allowed, and how to check your claims.
What is now banned
| Practice | Example |
|---|---|
| Generic environmental claims without recognised excellent performance | “Eco-friendly packaging”, “green product”, “climate friendly” |
| Sustainability labels not based on a certification scheme or set by a public authority | A self-made “Planet Approved” badge |
| Claims of neutral, reduced or positive impact based on offsetting | “Carbon neutral delivery” backed by offset credits |
| Claims about the whole product when they apply to only part | “Made with recycled materials” when only the label is recycled |
| Presenting legal requirements as a special feature | “Free from” a substance that is already banned |
The Commission’s updated Q&A in May 2026 takes a broad view of what counts as an environmental claim, including claims that imply a positive, neutral or reduced impact. Images, colours and product names can be claims too.
What is still allowed
Specific, accurate and provable claims are still fine. “Bottle made from 100% recycled PET, excluding the cap” is specific. “Our 2025 Scope 1 and 2 emissions were 38 t CO₂e, measured under the GHG Protocol” is specific. You can still say you support climate projects through offsets, as long as you do not claim it makes the product neutral or reduces its impact. Claims about future environmental performance, such as “net zero by 2040”, need a detailed, realistic plan with targets and independent monitoring.
The test is simple: could you show a customer, a regulator or a court the evidence behind each word on the pack?
The UK position
The EU rules do not apply to sales in the UK, but UK law is also stricter now. Under the Digital Markets, Competition and Consumers Act 2024, the Competition and Markets Authority can decide that a company has broken consumer law and fine it directly, up to 10% of global turnover, without going to court. The CMA’s Green Claims Code sets out what it expects: claims must be truthful, clear, complete, fair in comparisons, and backed by evidence.
How to check your claims
| Step | What to do |
|---|---|
| 1. List every claim | Packaging, product pages, ads, social posts and email footers |
| 2. Remove generic words | Replace “eco”, “green”, “sustainable” with the specific fact |
| 3. Check labels | Keep only certified labels or those set by public authorities |
| 4. Remove offset-based neutrality | Describe offsets as a contribution, not as making the product neutral |
| 5. File the evidence | Keep data, test reports and certificates for each remaining claim |
This applies to corporate gifts and branded products as well: a “sustainable” claim on a branded bottle is your claim. Our custom branded gear comes with specific material details you can use instead of generic wording.
Frequently asked questions
When do the EU greenwashing rules apply?
From 27 September 2026, with no transition period for products already on the market.
Can I still say my product is carbon neutral?
Not in the EU if the claim relies on offsetting emissions outside the product’s value chain.
Do the rules apply to UK companies?
Yes, when they sell to consumers in the EU. In the UK itself, the CMA enforces the Green Claims Code and can fine companies directly.
Are business-to-business claims covered?
The directive amends EU consumer law, so it targets claims made to consumers. B2B claims are covered by other laws on misleading marketing.
What about the Green Claims Directive?
It was a separate EU proposal for checking claims in advance. It stalled in 2025. The consumer rules in Directive 2024/825 apply regardless.
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