New green transition rules in the EU up for 2026 enforcement

Businesses expected to adopt sustainable practices whilst avoiding greenwashing.

Rules designed to prevent greenwashing by businesses in the European Union (EU) are scheduled to become applicable from 27 September 2026.

"In order to contribute to the proper functioning of the internal market, based on a high level of consumer protection and environmental protection, and to make progress in the green transition, it is essential that consumers can make informed purchasing decisions and thus contribute to more sustainable consumption patterns," reads the EU Directive on Empowering Consumers for the Green Transition, which member states had to transpose into their national law by 27 March of this year.

"That implies that traders have a responsibility to provide clear, relevant, and reliable information. Therefore, specific rules should be introduced in Union consumer law to tackle unfair commercial practices that mislead consumers and prevent them from making sustainable consumption choices, such as practices associated with the early obsolescence of goods, misleading environmental claims ('greenwashing'), misleading information about the social characteristics of products or traders' businesses, or non-transparent and non-credible sustainability labels."

The goal of the directive is to enable consumers to choose products that are genuinely good for the environment by effectively addressing practices such as greenwashing. For instance, unsubstantiated claims of being "eco-friendly" will be prohibited.

"The directive improves the reliability and transparency of green claims and sustainability labels," said a European Commission announcement. "It encourages businesses to adopt more sustainable practices and prevents early obsolescence and greenwashing. It also ensures that shoppers have access to better information on a product's durability and repairability, as well as on their legal guarantee rights."

In May, the European Commission sent letters of formal notice to 20 EU countries that, as of that time, had failed to communicate the complete transposition of the directive. They were given two months to respond and notify the Commission of their transposition measures.