From Sunday 27 September 2026, the new EU rules against greenwashing introduced by Directive (EU) 2024/825, known as “Empowering Consumers for the Green Transition”, will apply. They concern anyone communicating sustainability to consumers: websites, catalogues, product sheets, packaging and advertising campaigns.
What it is about
The Directive amends two key pieces of consumer law: Directive 2005/29/EC on unfair commercial practices and Directive 2011/83/EU on consumer rights. Its aim is to ensure that environmental claims are clear, verifiable and not misleading, and that consumers are able to make genuinely informed purchasing choices
In Italy, the Directive has been transposed by Legislative Decree No. 30 of 20 February 2026, published in the Official Gazette on 9 March 2026 and in force since 24 March. The Decree amends the Consumer Code (Legislative Decree No. 206/2005), affecting the rules on unfair commercial practices. The new provisions apply from 27 September 2026.
What it means for businesses
The Decree introduces specific definitions, such as “environmental claim” and “generic environmental claim“, and extends the list of misleading practices. The most relevant include:
Generic claims. Terms such as “eco”, “green” or “environmentally friendly” are prohibited where the business cannot demonstrate recognised excellent environmental performance relevant to the claim.
Claims relating to the product as a whole. A product cannot be presented as sustainable overall where the benefit relates only to one of its features or components.
Neutrality based on offsetting. A product or service cannot be presented as having a neutral, reduced or positive environmental impact on the sole basis of greenhouse gas emissions offsetting.
Sustainability labels. These are permitted only where based on a certification scheme verified by independent third parties or established by public authorities. Self-created logos are not sufficient.
Claims on future performance. Commitments such as “climate neutrality by 2030″ require clear, measurable and verifiable targets, supported by a realistic implementation plan.
The Directive also addresses product durability and reparability, targeting practices linked to premature obsolescence and misleading information on these aspects.
In the event of infringement, the Italian Competition Authority (AGCM) may prohibit the unfair practice and impose financial penalties.
What to do now
For businesses, verification can no longer follow the creative phase. The technical scope of the environmental benefit must be defined first, and then translated into a compliant and substantiated claim. All communication channels should be reviewed, from websites and catalogues to technical data sheets and sales materials, checking the terminology, logos and supporting data.
Matrec is supporting a number of companies in the verification of the claims used on websites and in catalogues, to ensure their correct use and to check the data on which they are based.