Since 27 September 2026, a green claim must be proven
By Jeremy Fain, founder of Restelys. Updated 17 October 2026. 2 sources cited.
“Eco-friendly”, “environmentally friendly”: these vague words are now banned in the European Union when no proof supports them.
The EU directive empowering consumers for the green transition has applied since 27 September 2026. It bans generic environmental claims that cannot be demonstrated, sustainability labels not based on a certification scheme, and carbon-neutrality promises based solely on offsetting.
It answers a measured finding: in 2020, a European Commission study found that 53% of the environmental claims examined were vague, misleading or unfounded, and that 40% were supported by no evidence at all. The same study counted about 230 sustainability labels in the Union.
That is why our commitments are worded precisely, and why each one rests on a document that establishments can ask us for.
Sources
- Directive (EU) 2024/825 of 28 February 2024 (the “EmpCo” directive).
- European Commission, questions and answers on green claims, March 2023.
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