Are You Ready To Empower Consumers For The Green Transition?

If you market and sell products to consumers in the EU, you need to be aware of the EU's Empowering Consumers for the Green Transition Directive (the Directive), which must be applied by EU Member States from 27 September 2026. The Directive amends two existing directives: the Unfair Commercial Practices Directive and the Consumer Rights Directive.

Background

The Directive forms part of a wider package of EU initiatives stemming from the European Green Deal, the Circular Economy Action Plan, and the New Consumer Agenda, all aimed at achieving climate neutrality by 2050.

The European Commission found that over half of environmental claims assessed in the EU were vague, and 40% lacked supporting evidence. Therefore, the Directive is aimed at protecting consumers against unfair commercial practices such as greenwashing, premature failure of goods, and unreliable sustainability labels. In addition, it aims to provide consumers with clear, trustworthy information