What is the EU Green Claims Directive?
The EU Green Claims Directive (Directive (EU) 2024/825) is designed to crack down on greenwashing by setting clear, enforceable rules for how companies can talk about their environmental impact. Whether you’re making bold claims like “100% recycled materials” or using green imagery to suggest eco-friendliness, you’ll now need solid, science-based proof (verified by an independent, accredited expert) that covers the full lifecycle of your product or service.
Current Status (as of July 2025)
The proposed Green Claims Directive is paused and may be withdrawn.
Existing EU Laws Still Regulate Green Claims
Even though the proposed Green Claims Directive has been paused, two EU laws already in force cover many of the same issues:
- The Unfair Commercial Practices Directive (UCPD) and
- The Empowering Consumers for the Green Transition Directive (EmpCo, EU 2024/825)
Unfair Commercial Practices Directive (UCPD)
Bans misleading, aggressive, or deceptive practices in B2C marketing, and includes a blacklist of prohibited actions, like:
- False or vague environmental claims
- Use of fake reviews or uncertified trust marks
- Omitting key durability or performance details
Expanded in 2024 to cover:
- Environmental and circularity claims
- Product durability and reparability
Empowering Consumers for the Green Transition Directive (EmpCo)
Builds on the UCPD with stricter rules for sustainability claims:
- Generic claims like “eco-friendly” or “climate neutral” are banned unless properly certified
- Offset-based claims (e.g. “carbon neutral”) must be backed by detailed, public action plans and third-party verification
- Only official or transparent certification labels may be used
- Comparative claims must be objective and methodologically sound
Requires clear pre-sale information on:
- Product durability and reparability
- Built-in limitations or compatibility issues
Key Takeaways
- Greenwashing, vague claims, and uncertified sustainability labels are explicitly banned.
- Only specific, truthful, and evidence-based claims are allowed.
- Non-compliance can lead to serious penalties, including fines of up to 4% of annual turnover in some sectors.
Stay Compliant with ImpactOS
ImpactOS is the ideal platform for marketing and communications teams tasked with complying with the EU directives:
- Create, automate, and centralize your sustainability data and ensure claims accuracy.
- Easily share detailed environmental claim data via e.g. QR code or web integration.
- Simplify compliance with help from ImpactOS’s partner network of accredited verification experts.
Take Action Now
- Conduct a claims audit.
- Get in touch with verification experts.
- Schedule training and equip your teams for ongoing compliance.
ImpactOS provides the tools and clarity your team needs to confidently and compliantly communicate your brand’s sustainability story.
Next Steps
