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Vague “green” advertising became harder across the EU on September 27

2026.09.28 Global briefing

Briefings by language

Terms such as “green,” “environmentally friendly” and “biodegradable” now need verifiable support when they imply excellent environmental performance. A benefit limited to one component cannot be presented as a benefit of the whole product.

Member states had to transpose the directive by March 27 and apply it from September 27. Enforcement procedures and penalties still depend on each country’s law.

What shoppers may notice

Packaging and advertising should become more specific or point to substantiation. Sustainability labels need a public basis or a transparent certification scheme, and a legal minimum cannot be marketed as a special advantage.

What changes for offset claims

A central restriction covers claims that a product is climate-neutral or has a reduced climate impact solely because emissions were offset. A company-wide transition plan is not the same as proof of a product’s present performance.

Vague “green” advertising became harder across the EU on September 27 — This AI-generated image explains the topic; it is not a photograph of an actual event, observation or field site.

Labels do not all disappear

Official or independently certified schemes can remain. Germany’s environment ministry cited the Blue Angel as an example, but legality still depends on the exact wording, scope and evidence.

What to watch next

The directive supplies a common EU framework, while national authorities apply it. Consumers should check who certifies a claim and what part of a product was assessed; sellers must check the implementing law in each market.