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ARTICLE · 06 NOVEMBER 2026

EU Commission Abandons Plans For The Green Claims Directive

Jones Day
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The European Commission has announced it will withdraw its proposal for a Green Claims Directive, a measure once considered central to combating greenwashing in the EU. While this development marks a significant shift in the regulatory landscape, the Empowering Consumers Directive remains in effect with its own set of environmental claim requirements and prohibitions.

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On November 4, 2026, the European Commission announced that it will withdraw its proposal for a Green Claims Directive. The announcement occurred in the publication of the Commission's work program for 2027. According to the Commission, the proposal is being withdrawn given that there is no expectation that the required support in the European Council can be secured within a reasonable timeframe.

The proposal for the Green Claims Directive was considered by some to be a cornerstone of the Commission's fight against greenwashing. This development does not affect Directive (EU) 2024/825 on empowering consumers for the green transition (the "Empowering Consumers Directive"). Member States had to transpose it by 27 March 2026 and apply it from 27 September 2026. Among other things, the Empowering Consumers Directive prohibits generic environmental claims where the trader cannot demonstrate recognized excellent environmental performance. It also prohibits sustainability labels that are

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