Consumers are becoming increasingly eco-conscious, demanding sustainable products and services. Businesses have responded, marketing themselves as “green” or “eco-friendly.” Unfortunately, some companies mislead consumers with unsubstantiated claims, a practice known as greenwashing.
The European Union’s proposed Green Claims Directive (GCD) set out to tackle greenwashing by establishing a clear framework for environmental claims. This post explains what the proposal contained, its current status, and how companies can prepare for the EU rules that are actually in force.
Status update (September 2026): The Green Claims Directive proposal described below is stalled. The European Commission announced its intention to withdraw it in June 2025, and no further legislative progress is expected. This does not mean environmental claims in the EU are unregulated — the separate Empowering Consumers for the Green Transition (ECGT) Directive, already adopted, bans generic green claims and offset-based “climate neutral” claims across the EU starting September 27, 2026. Read our ECGT Directive breakdown for the rules that businesses need to comply with now. The rest of this article is preserved for background on the separate, stalled GCD proposal.
Why We Need the Green Claims Directive
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Consumer Concerns: A growing number of consumers prioritize sustainability, but misleading claims hinder informed choices. Studies show a significant portion of environmental claims are vague, misleading, or unsubstantiated. This lack of clarity and honesty not only deceives consumers but also undermines the credibility of genuinely sustainable businesses.
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Lack of Clarity: Existing regulations haven’t kept pace with the rise of green marketing, leading to ambiguity and confusion. Traditional consumer protection laws often weren’t specifically tailored to address the complexities and specificities of environmental claims.
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Unfair Advantage for Dishonest Businesses: Companies making genuine sustainability efforts are disadvantaged by those greenwashing. The directive aims to level the playing field and ensure a fair marketplace where consumers can trust the environmental claims they encounter.
The directive aims to ensure environmental claims are:
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Clear and Accurate: Consumers can make informed decisions based on truthful information that is not misleading or exaggerated.
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Scientifically Backed: Claims must be substantiated by robust scientific evidence, not just marketing jargon or unsubstantiated assertions.
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Transparent: Companies disclose how they substantiate their claims, allowing consumers to understand the reasoning behind them.
The Green Claims Directive vs. The Greenwashing Directive
The Green Claims Directive works alongside the proposed Greenwashing Directive. While the Green Claims Directive focuses on substantiating environmental claims, the Greenwashing Directive has a broader scope. It seeks to broadly prohibit misleading sustainability claims, covering not just environmental aspects but also social sustainability issues like fair trade and forced labor. Together, they create a comprehensive framework for all sustainability claims in the EU, ensuring a holistic approach to tackling misleading marketing practices.
How Does the Directive Regulate Environmental Claims?
The directive introduces specific criteria to ensure that environmental claims are substantiated with credibility and transparency. These criteria include:
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Specificity: Claims must clearly state which aspect of a product or the company’s operations the environmental benefit refers to. This avoids ambiguity and ensures consumers understand exactly what the claim is about.
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Scientific Evidence: Companies need robust scientific data to support their claims. This data could come from independent research institutions, industry standards, or life cycle assessments.
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Life Cycle Perspective: Claims consider the product’s entire life cycle, not just isolated aspects. This ensures a holistic view of the environmental impact, accounting for everything from raw material extraction and production to product use and disposal.
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Balanced Representation: Negative environmental impacts associated with the claimed benefits must also be disclosed. This promotes transparency and avoids a one-sided presentation that downplays potential drawbacks.
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Separate Accounting: Greenhouse gas reductions and offsets are reported distinctly for clarity. This prevents misleading claims about carbon neutrality or emissions reductions, ensuring clear and accurate communication of a company’s environmental footprint.
Preparing for EU Green Claims Rules
Even with the Green Claims Directive proposal stalled, the steps below hold up on their own — they’re what a company needs to comply with the ECGT Directive’s September 2026 rules, and they’d carry over directly if the GCD proposal is ever revived. Here’s how to prepare:
1. Audit Your Current Claims:
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Conduct a thorough review of all marketing materials, product labels, and website content containing environmental claims.
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Identify claims that might be considered vague, unsubstantiated, or potentially misleading under the Green Claims Directive’s guidelines (e.g. “eco-friendly,” “sustainable,” “carbon-neutral” without clear definitions or verification).
2. Gather Supporting Evidence:
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For any claims you intend to maintain, gather robust scientific evidence supporting their validity. This might involve life cycle assessments, industry reports, or data from credible sources.
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Consider partnering with independent verification bodies accredited under the GCD’s framework. Having verified claims will provide greater credibility and consumer trust.
3. Rethink Comparative Claims:
- The GCD emphasizes fair and transparent comparisons. Ensure comparisons with competitor products or past versions of your own are based on accurate, equivalent data and methodologies. Avoid misleading comparisons that create an inflated sense of your environmental performance.
4. Evaluate Existing Environmental Labels:
- Review any currently used environmental labels to ensure they comply with the GCD’s requirements for Environmental Labeling Schemes (ELS). The GCD restricts introducing new private labels, so consider transitioning to established EU-level schemes like the EU Ecolabel for standardized labeling efforts.
5. Embrace Transparency and Verification:
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Strive for clear, concise, and easily understandable communication of environmental impact throughout your marketing and advertising. Consider using visuals, data points, and infographics to enhance transparency.
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Explore verified environmental labels that undergo regular third-party reviews to maintain credibility. Opting for the EU Ecolabel demonstrates a commitment to a reputable and standardized approach to environmental labeling.
The Green Claims Directive, if it’s ever revived, would represent a pivotal shift in consumer protection and sustainability practices within the EU — but as of September 2026, its future is uncertain. What isn’t uncertain is the ECGT Directive, which is already law and takes effect this month. Companies that embrace transparency and invest in substantiating their environmental claims now — with evidence like a Life Cycle Assessment behind every claim — will meet the ECGT Directive’s requirements today and be well positioned for the Green Claims Directive’s more detailed rules, should they ever take effect. As consumers become even more discerning, companies that prioritize genuine environmental responsibility will be best positioned to thrive in the years to come.
