The EU's new rules against greenwashing are to be applied from 27 September 2026. Generic environmental claims without evidence, self-made sustainability labels and climate neutrality claims based on offsetting are no longer allowed in marketing to consumers. The rules come from the Empowering Consumers for the Green Transition Directive, Directive (EU) 2024/825, and anyone selling to consumers should review their claims now.
Why the directive exists
The EU wants consumers to be able to trust what companies say about the environment and sustainability. Vague claims and unchecked labels have made it hard to choose well. The directive also targets products that break too early and calls for better information on durability and repair.
Who is affected
Every company marketing goods or services to consumers in the EU is affected, regardless of size. The rules cover everything the consumer sees: packaging, websites, ads and social media. Purely business to business communication and sustainability reports are generally not covered, as long as they are not used in consumer advertising.
What is banned
The directive adds new items to the list of commercial practices that are always unfair. The new items mainly concern:
Sustainability labels not based on a certification scheme or set by public authorities (point 2a).
Generic environmental claims without recognised excellent environmental performance (4a).
Claims about the whole product or the whole business when they only apply to part of it (4b).
Claims of neutral or reduced climate impact based on offsetting (4c).
Presenting legal requirements as a distinctive feature of your offer (10a).
Durability and repairability (23d to 23i). Examples include hiding built in early obsolescence, claiming a product can be repaired when it cannot, and claiming software updates are necessary when they are not.
In addition, claims about future environmental performance, such as net zero by 2040, must be backed by a detailed plan with measurable targets, checked by an independent party.
The situation in Sweden
Sweden has not yet adopted the law that will implement the rules. A government inquiry proposed the implementation in SOU 2025:124, and Konsumentverket (the Swedish Consumer Agency) says it is waiting for national legislation. The European Commission has published questions and answers on the directive (September 2026) showing how the rules should be read. Starting to adapt now is a safer choice than waiting.
What to do now
Inventory every environmental claim and sustainability label on products, packaging, websites and ads.
Remove offset based climate neutrality claims and generic claims without evidence.
Check that your own labels are based on a certification scheme.
Make sure net zero and other targets are backed by a published plan with measurable milestones.
Keep evidence for every claim you keep.
How Ethos can help
We review your claims and labels against the new rules and build evidence that holds up. We help you phrase messages that are both accurate and clear, and support the climate and transition plans that claims about future targets require.
Get in touch to discuss the way forward for you.
Sources
Contact Erik Alendal to know more!
Erik Alendal
erik.alendal@ethos.se
About Ethos
Ethos is one of the Nordic region’s oldest and leading sustainability-focused consultancies, with over 20 experts covering environmental issues, human rights, and anti-corruption. We help medium to large companies and financial market actors address sustainability challenges—from strategic boardroom decisions to operational policy compliance on the factory floor. Ethos tailors each project to clients' needs, supporting compliance with CSRD, SFDR, EU Taxonomy, and CSDDD regulations while guiding their strategic sustainability journeys.