Greenwashing: the EU will allow a period of 2 and a half years to companies and professionals to eradicate it from their behavior. Starting September 27th 2026, authorities will create a “blacklist” to show all unfair commercial practices considered to be greenwashing. Companies will no longer be able to make claim or label products as “green” or “ecological”, “sustainable”, “eco-compatible”, “respectful of the environment”, if no proof is provided. Micro-businesses (less than people and a yearly revenue of less than 2 million euro) would be excluded from the law. SMBs could have an additional year to adapt to the norm. Here are details of the norm – at least from now – by Brussels on greenwashing.
Brussels’ actions on greenwashing
Two separate directives to fight greenwashing created by the EU. In the Official EU channel (March 6th) directive 2024/825/UE, which protects consumers, now includes greenwashing. The directive creates a blacklist of companies implementing commercial practices built to mislead consumers, for example on topics such as durability and reparability of products. It also includes banning the possibility of making claims tied to missing chemicals and lack of plastic in paper sheets. As said by Italia Oggi, the directive asks member countries to adopt and publish their version of the law by March 2026 to apply the rules. It also imposes the application of said rules by September 27th of the same year.
The second directive
On March 12th 2024, the EU Parliament approved the document that integrates the previously cited directive. The text includes the construction of a verification and pre-approval system for environmental claims. Each member country will need to create a commission to evaluate the proof provided by companies to justify claims they want to make. The text also outlines sanctions to be applied to companies not respecting the rules, including the temporary exclusion of public contracts, loss of revenue and fine of 4% the company’s revenue. “Studies demonstrate that over 50% of environmental claims are vague, misleading or unfounded. We can’t create equality in the market if some players cheat”, commented the representative of the EU, Andrus Ansip.
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