The EU eco-posturing directive already requires proof of every green claim on labels and advertisements

The rule has already been mandatory since September 27, 2026 and prohibits labels such as ‘eco’ or ‘green’ without verifiable proof. In June, Spain notified the European Commission of its draft Sustainable Consumption Law to transpose it.

The EU eco-posturing directive is now enforceable: from 27 September 2026, no label or advertisement can say ‘eco’, ‘green’ or ‘biodegradable’ without verifiable proof. The consumer starts buying with data. Directive (EU) 2024/825, baptised as EmpCo for its focus on consumer empowerment, is mandatory from that Sunday and touches the packaging, the advertising leaflet and the product sheet at the same time. It does not prohibit the words ‘bio’ or ‘eco’; it prohibits their use indiscriminately and without justification. The European text shares the responsibility: the trader must offer clear, relevant and reliable information, and the consumer has the right to decide without being sold green smoke. The full text can be consulted in the official register of the European Union.

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