Jurisdiction(s):
European Union

EU regulation of greenwashing and environmental claims: Empowering Consumers Directive, proposed Green Claims Directive and Ecodesign Regulation—scope, substantiation, verification, labelling, enforcement, timelines and penalties

Published by a LexisNexis EU Law expert

Practice notes

STOP PRESS: On 20 June 2025, the Commission signalled plans to pull its proposal for the EU Green Claims Directive, leading the Council of the EU to call off trilogue talks with the European Parliament that were due to start on 23 June 2025. The Commission has since softened this stance, indicating the move remains open to discussion with the Council and Parliament, including potential exemptions for microenterprises. This Practice Note will be revised in due course, pending any additional statement or confirmation from the Commission.

Greenwashing and misleading environmental claims—introduction

Amid the triple planetary crisis—namely the overlapping emergencies of climate change, pollution and biodiversity loss—shoppers are ever more alert to the environmental footprint of the goods and services they purchase. Businesses therefore have reason to highlight their green credentials. When environmental assertions create a false or deceptive picture of a product’s real environmental effects or advantages—deliberately or not—this is known as ‘greenwashing’. If such claims are not dependable, comparable and capable of verification, consumers and other market participants cannot fully use their buying power to reward stronger environmental performance. Greenwashing within supply chains may likewise, in practice, obstruct and frustrate companies’ efforts across their operations and wider supply chains...

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Web page updated on 21/05/2026

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