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ARTICLE · 21 SEPTEMBER 2026

New Requirements For Sustainability Labels And Environmental Claims In Marketing

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From September 2026, Denmark will implement significantly stricter requirements for companies' green marketing practices, particularly affecting sustainability labels, generic environmental claims, and future environmental performance statements. Companies must now ensure their sustainability labels are based on certified schemes or established by public authorities...

DenmarkConsumer Protection
Claus Christiansen
Claus Christiansen
Anne Melgaard
Anne Melgaard

New rules on sustainability labels and environmental claims will enter into force in Denmark on 27 September 2026. The rules tighten the requirements for green marketing and will affect companies that use green labels, symbols and claims in their marketing.

From 27 September 2026, the requirements for companies’ green marketing will be significantly tightened. This applies in particular to the use of sustainability labels, generic environmental claims and claims regarding future environmental performance.

The new rules implement the Empowering Consumers Directive into Danish law and mean that companies should review their use of green labels, symbols and environmental claims in their marketing.

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