The requirements of ‘Directive (EU) 2024/ 825 of the European Parliament and of the Council of 28 February 2024 amending Directives 2005/29/EC and 2011/83/EU as regards empowering consumers for the green transition through better protection against unfair practices and through better information will be mandatory from 27 September 2026.
It is important to draw a clear distinction here: The Directive applies exclusively to business practices directed at consumers (B2C). Sustainability reports, such as those prepared under the CSRD, generally fall outside the scope. However, the Directive becomes relevant if information from such reports is used for direct communication with or marketing to consumers.
The use of general claims such as ‘environmentally friendly’, ‘natural’, ‘biodegradable’, ‘climate-neutral’ or ‘ecological’ without substantiation is prohibited. Visual elements such as green leaves, water drops or the use of green and blue colors may also be interpreted as implicit environmental claims. If the overall presentation misleads onsumers regarding the environmental benefits of a product or service, it is considered to be an unfair commercial practice.
However, avoiding environmental claims is not a solution either, as consumers expect to be provided with information about products to enable them to make informed purchasing decisions.
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