Directive (EU) 2024/825 Applies from 27 September 2026: What Businesses Need to Know
What is Directive (EU) 2024/825 and when does it apply?
From 27 September 2026, Directive (EU) 2024/825 will apply across the European Union, introducing important changes to consumer protection rules concerning environmental and sustainability claims. The Directive, also known as the Empowering Consumers for the Green Transition Directive, amends Directives 2005/29/EC and 2011/83/EU with the objective of improving the reliability of environmental information provided to consumers and combating greenwashing.
What environmental claims will be prohibited under the new rules?
One of the key changes concerns generic environmental claims. Statements such as “eco-friendly”, “green”, “environmentally friendly”, “climate friendly” or similar claims will be prohibited where the trader cannot demonstrate recognised excellent environmental performance relevant to the claim. The Directive also prohibits environmental claims concerning an entire product or business where the claimed benefit actually relates only to a specific aspect or activity.
What are the rules for carbon-neutral and climate-related claims?
Particular attention is given to carbon-neutral and climate-related claims. Claims that a product has a neutral, reduced or positive climate impact based on the offsetting of greenhouse gas emissions will be prohibited. Companies will therefore need to distinguish carefully between genuine improvements in a product’s environmental performance and claims based on external carbon offsetting activities.
What are the rules for sustainability labels and future environmental claims?
Displaying a sustainability label that is not based on a certification scheme or established by public authorities will constitute a prohibited commercial practice. Furthermore, future environmental performance claims will require clear, objective and verifiable commitments, measurable targets and a realistic implementation plan, with independent third-party verification.
What do businesses need to review before 27 September 2026?
For companies, this means that marketing, packaging, websites and promotional materials should be reviewed before 27 September 2026. Environmental claims should be specific, substantiated and clearly linked to the actual characteristics or performance of the product.
Conclusion: what does Directive (EU) 2024/825 mean for businesses?
Directive (EU) 2024/825 introduces stricter rules for environmental claims, carbon-neutral claims and sustainability labels, making specific, substantiated and verifiable claims essential. Businesses should review their marketing, packaging and websites before 27 September 2026.
