Eco-friendly. Sustainable. Gentle to nature. Climate neutral. Similar labels can be found today on packaging, in advertisements, and in online stores almost everywhere. Starting September 27, 2026, the European Union will begin to implement a stricter regime for their use. Manufacturers and retailers will have to be much more vigilant about what they promise customers and whether they can also prove it.

New European rules are set to curb so-called greenwashing – situations where a product appears through advertising to be „greener“ than it actually is.

For the customer, the change should mean primarily one thing: fewer vague eco-slogans and more concrete information.

„Ecological“ will no longer be enough to just write like that

Imagine that you are choosing a product and one of them bears the prominent label „ecological“ or „environmentally friendly“.

What does that actually look like in practice, though? Does it have low emissions? Is it made from recycled materials? Does it consume less energy? Is it easier to repair? Or is only the packaging more eco-friendly?

General claims of this type will be under greater scrutiny starting in September.

Sensitive terms will include, for example:

• ecological,
• green,
• environmentally friendly,
• eco-friendly,
• sustainable,
• climate-friendly,
• energy-efficient,
• biodegradable.

With such a broad label, it is not enough for the product to have just one good feature. The claim must reflect the impression it creates of the product as a whole.

Specific information is better than the label „green product“

Simple and measurable information can be much more useful to the customer.

Rather than relying on the claim „eco-friendly stove,“ it is more important, for example, to know the stove’s measured emissions, efficiency, or other specific parameters.

Similarly, the claim that a product is „sustainable“ does not mean much on its own. What matters is exactly what its benefit is and whether it can be verified.

The new rules are therefore designed to ensure that customers receive more specific information rather than broad marketing slogans.

Recycled packaging does not mean a recycled product

Another common problem is that a single positive feature is extrapolated to the entire product.

If, for example, the packaging is made of recycled material, it does not automatically mean that the product itself is also made of recycled material.

Similarly, a product may have one component with more favorable environmental characteristics, but the advertisement may give the impression that this benefit applies to the entire product.

Starting in September, it should be clearer what a specific claim actually refers to.

Be wary of „climate neutrality“ as well“

On packaging and in advertisements, we may also come across labels such as: climate-neutral, CO₂-neutral, or carbon-positive.

Even here, it will no longer be possible to give the impression that the product itself has no impact on the climate simply because the company offsets its emissions elsewhere—for example, by purchasing emission credits.

A company can, of course, publicize its support for climate or environmental projects. However, it should not lead customers to believe that this automatically makes the product itself „emission-free“ or climate-neutral.

The green seal may not mean anything

Another thing we notice when shopping are all kinds of green labels, leaves, trees, seals, and logos.

At first glance, they may look like official certifications. However, not every label of this kind actually means that the product has been independently tested.

The new rules are intended to limit the use of sustainability labels that companies create themselves and certify on their own. Consumers should therefore check who issued a given label and according to what standards.

An obligation is not an extraordinary benefit

The change also applies to advertising that presents the fulfillment of a standard legal obligation as something exceptional.

If all comparable products sold in the European Union must meet a certain condition, advertising should not give the impression that this particular product is, as a result, exceptionally environmentally friendly or technologically advanced.

It is, of course, fine to state that the product complies with the relevant regulations.

There is a difference between information about compliance with rules and an advertising claim that turns a standard obligation into a special advantage.

What does that mean, for example, when choosing a stove?

Customers may also encounter a range of environmental claims regarding stoves and other heating appliances.

Rather than relying on the general term „eco-friendly stove,“ it is therefore more appropriate to review the specific technical information about a given product.

When choosing the right heater, factors such as its specifications, how it is used, and the quality of the fuel all play a role. It is precisely this specific and verifiable data that makes it possible to truly compare individual products.

Fewer green slogans, more real information

The new rules do not prohibit discussing the environmental benefits of products. Their primary purpose is to ensure that such claims are actually backed up by facts.

For customers, this change should make it easier to navigate the range of products. Instead of vague labels such as „green,“ „eco,“ or „planet-friendly,“ they should more often encounter specific information that they can compare.

And when it comes down to it, that's more useful when shopping than even the best little green label on the packaging.

The new rules are based on Directive (EU) 2024/825 of the European Parliament and of the Council and are to take effect on September 27, 2026. This article is a general summary of selected changes and does not constitute a legal interpretation.