In recent years, the growing focus on environmental sustainability has made it necessary to establish a more stringent regulatory framework to counteract greenwashing practices, namely those misleading or vague communications that attribute environmental characteristics to products or services that do not correspond to reality. EU Directive 2024/825 represents a fundamental step in this direction, introducing clear and binding principles to ensure transparency and truthfulness in environmental claims directed at consumers.
Regulatory framework and objectives of the Directive
The Directive amends key pieces of European legislation, including Directive 2005/29/EC on unfair commercial practices and Directive 2011/83/EU on consumer rights, with the goal of preventing any form of deceptive environmental communication. Companies must now provide accurate information supported by verifiable data, avoiding generic or unsubstantiated statements. The new regulatory framework aims to protect consumers and promote informed purchasing decisions, while encouraging responsible and sustainable business practices.
Key prohibitions and obligations
Among the most relevant provisions are:
- Prohibition of vague or inaccurate environmental claims that could mislead consumers (greenwashing).
- Requirement to use recognized certifications or valid public labels to substantiate the sustainability features of a product or service.
- Ban on climate-neutrality claims based solely on offsetting mechanisms, without real emission reductions.
- Prohibition of presenting as competitive advantages those characteristics already required by mandatory legal standards.
- Introduction of transparency and control obligations, including audits by independent third parties, to ensure the accuracy of environmental communications.
Practical implications and timeline
EU Member States are required to implement Directive 2024/825 into national law by 27 March 2026, aligning their domestic regulations with the new provisions. From 27 September 2026, said implemented rules will become fully applicable and binding for businesses, which will need to comply with the new requirements on environmental communication.
On 5 November 2025, the Italian Government approved in principle the legislative decree implementing the Directive, known as the Green Claims Directive, marking a key milestone in the national legislative process that will lead to full transposition within the set deadline.
van Berings supports companies throughout the adaptation process to EU Directive 2024/825, offering tailored services to ensure full regulatory compliance. Through an integrated approach, van Berings assists businesses in building sustainable business models and managing regulatory complexity, ensuring transparency and protecting corporate reputation.
