EU Environmental Claim Ban — Directive 2024/825
EU Directive 2024/825 bans generic green claims ('eco-friendly', 'sustainable') unless backed by recognized certification. It also prohibits carbon-offset-based neutrality claims. Enforcement across 27 member states begins in 2026.
The law creating this problem
Directive (EU) 2024/825 — the 'Empowering Consumers for the Green Transition' directive — introduces the strictest greenwashing prohibitions in history. It bans generic environmental claims like 'eco-friendly', 'green', or 'sustainable' unless the product holds a recognized EU ecolabel. It prohibits claims of environmental neutrality based solely on carbon offsetting schemes.
The directive also bans self-certified sustainability labels and requires that any future environmental performance claims be backed by verifiable implementation plans with independent monitoring.
Who is affected
Any business marketing products or services to EU consumers that uses environmental claims in its copy — from product packaging to digital advertising. This applies regardless of where the business is headquartered.
What currently exists
Most businesses are unaware of the directive's scope. Existing ESG consulting focuses on reporting frameworks (CSRD), not marketing compliance. Legal review of green claims is available but scattered and expensive.
What we're building
A diagnostic that screens your environmental marketing claims against the directive's specific prohibitions — identifying banned terms, unsubstantiated assertions, and offsetting-dependent neutrality claims.
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Qualifying question
Does your marketing material reference sustainability, environmental impact, or carbon neutrality?
What happens after you sign up
You will receive an email when the diagnostic is available. We do not share your email. Typical development cycle: 6–8 weeks from waitlist open.