New EU Green Claims Rules: Is Your Business Ready?

Businesses operating across the UK and EU face an increasingly complex and robust landscape when it comes to environmental and sustainability claims.

The latest development comes on 27 September 2026, when the EU's Empowering Consumers for the Green Transition Directive takes effect. The Directive is designed to further tackle misleading environmental claims and increase transparency for consumers, introducing for example new specific requirements around generic claims, and how businesses can and cannot use sustainability labels. To further complicate matters, however, EU member states can to some extent choose how to implement and enforce the new Directive domestically, meaning a variety of approaches to enforcement across Europe is inevitable.