What a hotel can still say about its environmental commitment
By Jeremy Fain, founder of Restelys. Updated 17 October 2026. 2 sources cited.
Since 27 September 2026, “eco-friendly hotel” no longer passes. Here is what remains possible, and how to prove it.
The EU directive on environmental claims bans generic claims such as “eco-friendly” or “environmentally friendly” unless they rest on recognised excellent environmental performance. In-house labels not certified by a third party are also covered.
Precise, proven claims remain possible: “we have removed miniatures from our bathrooms”, “our guest amenities carry the EU Ecolabel”, with figures and dates. A Commission study had found that more than half of the green claims examined were vague, misleading or unfounded.
For each Restelys product, we give establishments verifiable facts they can quote. And to review all your texts, ClaimTrace spots the wording to revise.
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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