EU Green Claims Rules Begin Applying Sept. 27

European Union consumer-protection rules targeting greenwashing and environmental marketing claims begin applying Sept. 27.

Directive (EU) 2024/825, known as the Empowering Consumers for the Green Transition Directive, amends existing EU consumer-protection law to address environmental claims, sustainability labels, durability information and other marketing practices. Member states were required to adopt and publish national implementing measures by March 27 and apply those measures beginning Sept. 27.

Among the practices addressed are generic environmental claims that cannot be supported by recognized excellent environmental performance and environmental claims concerning an entire product or business when the claimed benefit applies only to a specific aspect.

The directive also prohibits displaying sustainability labels that are not based on a certification scheme or established by public authorities. Certain claims that a product has a neutral, reduced or positive greenhouse gas impact when those claims are based on offsetting emissions are also restricted.

The requirements may affect how consumer paint and coatings manufacturers describe sustainability, carbon footprint, recycled content, environmental performance and other attributes in product labeling and marketing.

The European Commission issued a new stakeholder questions-and-answers document Sept. 22 to support implementation. Consumer-protection authorities have also developed a common approach for products and packaging manufactured, ordered, distributed or placed on retail shelves before the Sept. 27 application date. Authorities said enforcement may take transitional difficulties into account in appropriate cases, while companies are expected to take timely steps toward compliance.

Because Directive 2024/825 is implemented through national law, specific enforcement procedures can vary among EU member states.

Review the European Commission’s sustainable-consumption guidance.

The Sept. 27 application date is relevant to coatings manufacturers following regulations because environmental claims used on consumer paint products, packaging and marketing materials face tighter substantiation and labeling requirements across EU markets.