The EU’s New Green Claims Regime: How Does This Affect How You Talk About Your Environmental Credentials?

27 March 2026 marks the deadline for EU Member States to implement the EU’s Empowering Consumers for the Green Transition Directive (GTD), which will then have effect in the EU from 27 September 2026. Whilst some of the more ambitious elements of the EU’s Green Deal have been toned down or are currently parked (with progress on the Green Claims Directive (GCD) now stalled), businesses should be readying themselves for the GTD’s new rules. Ambitious green transition targets embodied in the EU’s Green Deal have drawn the spotlight on how businesses can support these targets and embed greener practices in their business models. However, businesses must be seen to ‘walk the walk’ and not just trumpet their alleged green credentials. Environmental communication is thus becoming a balancing act that companies must learn to manage to avoid increasing compliance risks.