EU Greenwashing Rules: What businesses need to know

What is the new anti-greenwashing regulation? Background on Directive (EU) 2024/825

Directive EU 2024/825 amends existing consumer law, which regulate marketing and communication practices. In the past, companies have widely used ambiguous terms like “Green” or “Eco” to sell products. However, those terms could mislead customers. This new law closes the gap, requiring:

• More precise language and claims

• Require that claims are substantiated with clear, verifiable evidence

• Excluding the use of carbon offsets for “carbon neutral” claims

The consequences of misleading claims in the future can be severe - navigating the chance will require input from sustainability experts. As of March 2026, this regulation should be implemented in local regulation in European countries. The time to act is now.

This law is distinct from the Green Claims Directive, which would more clearly define how to make sustainability statements with specific methodologies. However, the Green Claims Directive has been paused. In the meantime, this directive adds sustainability claims to other legislation as part of misleading marketing practices.

Who does Directive (EU) 2024/825 apply to?

This directive applies to all businesses selling direct to consumers, including small and medium sized businesses.

How to prepare?

We can help evaluate the robustness of your existing marketing strategy against this new regulation, and identify concrete next steps to ensure your business remains compliant. Contact us for an initial consultation.