What is banned under Directive (EU) 2024/825?
- Generic environmental claims — “eco-friendly”, “green”, “sustainable”, “natural”, “planet-friendly” — unless you can show recognised excellent environmental performance.
- Offset-based neutrality claims — “climate neutral”, “carbon neutral”, “CO2 compensated” when based on offsetting.
- Self-made sustainability labels not based on a certification scheme or set up by public authorities.
- Whole-product claims when only one part (e.g. the packaging) is better for the environment.
- Future claims like “net zero by 2030” without a clear, verifiable plan.
Specific, verifiable facts remain allowed — for example “made from 70% recycled polyester”. The rules apply to every business selling to EU consumers, including shops based outside the EU.
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