Directive (EU) 2024/825, often called the Empowering Consumers for the Green Transition directive, amends EU consumer law to tackle misleading environmental claims. Member states had to adopt their national rules by 27 March 2026, and those rules apply from 27 September 2026.
What becomes unfair practice
- Generic environmental claims such as "eco-friendly", "green", "climate friendly" or "biodegradable" when the trader cannot demonstrate recognised excellent environmental performance relevant to the claim.
- Sustainability labels that are not based on a certification scheme or established by public authorities.
- Claims about the whole product or business when the benefit only concerns one aspect.
- Climate claims based on offsetting, such as "climate neutral" because emissions are offset elsewhere.
This directive is separate from the proposed Green Claims Directive. It does not introduce pre-approval of claims, but it does make unsupported claims unlawful in consumer marketing across the EU, including marketplace listings.
Why packaging is in the spotlight
Packaging is where environmental words are used most freely. Paper bags are often described as eco-friendly, films as recyclable, and both as sustainable. Under the new rules, each word needs a specific basis.
How we are reviewing our listings
- Every EU listing, image and A+ module is checked for environmental terms in every language.
- Generic terms are replaced with specific, verifiable facts: the material, the share of recycled content, certification by a named scheme, or how to recycle the product locally.
- Claims are tied to evidence held in the product master, so a listing cannot say more than the file supports.
Specific claims are not only safer. They are more useful to customers, who want to know what a product is made of and what to do with it afterwards.