30 July, 2025
In March 2023 the European Commission proposed the “Directive on substantiation and communication of explicit environmental claims” (Green Claims Directive) to ensure that voluntary environmental claims made by companies are reliable, comparable and verifiable. The Commission stated that the proposal aims to:
“make green claims reliable, comparable and verifiable across the EU; protect consumers from greenwashing; [and] help establish a level playing field.” (European Commission, Green Claims proposal page)
Legislative pause
On 20 June 2025, the Commission indicated its intention to withdraw the proposal. In an official press context, the EC stated that:
“the Commission intends to withdraw the Green Claims proposal.”
However, no formal withdrawal has yet been adopted. Planned inter-institutional negotiations were therefore cancelled.
Existing rules still apply
Even without the new directive, environmental claims are regulated through other legislation, particularly the Empowering Consumers for the Green Transition Directive (EU) 2024/825, which amends consumer-protection rules. According to Article 1:
“consumers can make informed purchasing decisions […] traders have a responsibility to provide clear, relevant and reliable information.” (Directive (EU) 2024/825)
The updated Unfair Commercial Practices Directive now considers misleading environmental claims a prohibited practice.
Implications for marketing and communication
The temporary pause does not permit companies or organisations to communicate vague or unsubstantiated environmental benefits. The recommendation to avoid greenwashing remains unchanged:
-
Environmental claims should be specific, accurate, and based on verifiable evidence.
-
Broad terms such as “eco-friendly” or “climate neutral” may be challenged if not properly substantiated.
-
Communicating legal requirements as if they were unique sustainability features is prohibited under Directive (EU) 2024/825.
In practice, marketing teams should continue to:
-
rely on transparent data (e.g. recycled content percentages, certifications),
-
avoid generic or absolute claims,
-
clearly communicate limitations (scope, conditions, lifecycle boundaries).
Outlook
The future of the Green Claims Directive remains uncertain. Nevertheless, the EU’s policy direction is clear: greenwashing is being progressively restricted, and companies are expected to improve the quality and credibility of sustainability communication regardless of political delays.
References:
-
European Commission press briefing and related reporting: “European Commission stumbles … ‘We will withdraw the law against greenwashing’. But then denies it.”, EU News, 20 June 2025. Eunews
-
“Green Claims Directive on hold: turning point or temporary pause?”, EUROPEN, 17 July 2025. europen-packaging.