The minute
- The EU’s Empowering Consumers for the Green Transition (ECGT) directive takes effect on 27 September 2026, banning generic “carbon neutral” claims based only on offsetting
- Every environmental claim needs evidence that specifically backs up that number, not a vague statement about the company as a whole
- Communicating a target with no measurement behind it is the most common mistake that defines greenwashing
Why it matters: The original Green Claims Directive proposal was withdrawn, which confuses a lot of companies into thinking environmental-claim enforcement eased up, but the already-approved ECGT is still on track and takes effect in a matter of months.
What changed in EU regulation
The original Green Claims Directive proposal was withdrawn by the European Commission in 2025, but the already-approved ECGT (Empowering Consumers for the Green Transition) directive remains in force and takes effect on 27 September 2026. It specifically bans generic “carbon neutral” or “eco-friendly” claims based only on offsetting, with no real reduction behind them.
The most common red flags
Vague claims with no number (“sustainable”, “green”) and no clear definition; a long-term target with no short-term plan; a favorable comparison that hides unfavorable data; a seal or certification with no independent verification.
How to communicate sustainability without greenwashing
Every claim should come with the data that backs it up: if you say “we cut emissions”, say by how much, against what period, and measured with what method. Avoid “carbon neutral” through offsetting alone; prefer communicating what was actually reduced and what still depends on offsetting.
What to do if you already made a weak claim
Review existing communication before enforcement (which tends to increase with the ECGT) forces a costlier public correction.
Red flag vs. good practice, side by side
| Red flag | Equivalent good practice |
|---|---|
| “Sustainable” or “green” with no definition | A specific number, with method and comparison period disclosed |
| Long-term target with no short-term plan | A target paired with a verifiable interim milestone |
| “Carbon neutral” through offsetting alone | Separating what was actually reduced from what still relies on offsetting |
| In-house seal with no independent verification | Auditable third-party certification (e.g. ISO standards, public registries) |
The full text of the ECGT directive (Directive (EU) 2024/825), which takes effect on 27 September 2026, is published on EUR-Lex.
Frequently asked questions
Is greenwashing illegal?
There’s no single global law, but consumer protection regulators in several countries have already acted on misleading environmental advertising, and the trend is toward stricter enforcement.
Can I say my product is “carbon neutral”?
Only if you can show the footprint calculation and the offset source; starting September 2026, in the EU an unsubstantiated claim like that becomes illegal.
What’s the difference between greenwashing and a communication mistake?
Greenwashing usually involves a claim the company knows or should know has no real basis; a communication mistake is more about inaccuracy without intent to deceive, but regulatory risk treats both with the same scrutiny.
Read next: what greenwashing is.
Read next: the complete CSRD guide.
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