Unproven green claims are banned across the EU from 27 September 2026

The Empowering Consumers for the Green Transition Directive applies from 27 September 2026. Generic environmental claims made without proof are banned from that date.

Sustainability labels are held to a second test. A label must rest on a public scheme or on a compliant certification scheme, so a mark invented in-house has nothing under it. Both halves of this turn on evidence: a claim needs proof behind it, and a label needs a scheme behind it.

Traders selling to EU consumers

Any trader selling to EU consumers, including online sellers and small brands making green claims. A small brand with one green line on its packaging is caught as squarely as a large retailer.

Auditing the claims already in the market

• List every environmental claim on your packaging, website, listings and adverts.
• Attach the proof to each claim, and strike the claims that have none.
• Trace each sustainability label back to a public scheme or a compliant certification scheme.
• Withdraw or replace any label that rests on neither.
• Keep the proof file where a market surveillance authority could be shown it.

The Green Transition Directive system

Directive (EU) 2024/825 is the instrument behind the ban, and it has a system of its own.

Verified 19 August 2026.

Back to every EU and UK compliance deadline left in 2026