What are the rules on green claims and greenwashing under EU law?

Dutch term: Greenwashing / groene claims | Legal basis: EU Unfair Commercial Practices Directive + Green Claims Directive

Green claims (environmental marketing claims such as 'eco-friendly', 'carbon neutral', 'sustainable') are increasingly regulated under EU law. The EU Unfair Commercial Practices Directive already prohibits misleading environmental claims. The upcoming Green Claims Directive will impose specific substantiation and verification requirements for all environmental claims made to consumers.

Under the current rules, a green claim must be truthful, not misleading, and substantiated by evidence. Vague claims without specific, verifiable content are considered unfair commercial practices. National authorities (in the Netherlands, the ACM) and competitors can take enforcement action. The GPSR also addresses environmental claims in the context of product safety information.

Why it matters for international businesses

For manufacturers and brands marketing products in the EU, ensuring that environmental and sustainability claims are substantiated and compliant is becoming as important as product safety compliance itself.