The new Directive on Empowering Consumers for the Green Transition (Directive (EU) 2024/825) will apply from September 27, 2026. This law aims to protect consumers from unfair commercial practices and to guarantee that claims about the social and environmental characteristics of products and businesses are truthful, clear and verifiable. The directive will apply to all companies that sell products to consumers in the EU, even those established outside of the EU. Infringements could lead to maximum fines of at least 4% of the company’s annual turnover.
Claims on products or at company level related to future environmental performance, including in the form of a transition to carbon or climate neutrality, are prohibited on a case-by-case assessment without clear, objective, publicly available and verifiable commitments set out in a detailed and realistic implementation plan.
For more information, see the Questions & Answers document published by the European Commission in June 2026.