Greenwashing Directive: from 27 September 2026 new rules for environmental communications

Sustainability, in particular in recent years, has become a central element in corporate communication. However, with the Directive (EU) 2024/825, transposed in Italy by Legislative Decree No 30/2026, declaring a product to be ‘green’, ‘ecological’ or ‘sustainable’ is no longer sufficient. The European Union has introduced new provisions to combat the phenomenon of greenwashing and strengthening consumer protection. The new rules will apply from 27 September 2026.

What is greenwashing?

For greenwashing means the use of environmental claims that may lead the consumer to believe that a product, service or business has sustainability characteristics that are superior to those that can actually be demonstrated.

The most common practices include:

• generic or opaque environmental claims;
• incomplete or misleading information;
• omission of relevant data;
• use of unverifiable or unrecognised environmental labels or certifications.

What has changed since September 27, 2026?

The new provisions require companies to pay more attention to environmental reporting on:

• websites;
• catalogues and brochures;
• labels and packaging;
• advertising and promotional material;
• digital content and social media.

Each statement must be supported by verifiable and easily understandable information for the consumer, avoiding vague or unsubstantiated statements.

A practical example

Risky claim

“Eco-friendly packaging.”

This is a general statement that does not explain why packaging can be considered sustainable.

More correct claim

‘The packaging contains 85% of recycled paper certified FSC Recycled and is recyclable in the collection of paper according to the manufacturer’s instructions.”

In this case, the consumer receives specific, verifiable information supported by objective elements.

How to prepare

Companies should start verifying all environmental communications used in their commercial materials, assessing whether the claims are really demonstrable and comply with the new provisions.

A prior check of claims, labels, technical documentation and digital content allows to reduce the risk of misleading communications and to adopt a more transparent approach towards customers and stakeholders.

Sustainability must be communicated through correct, documented and verifiable information, not with generic slogans. The new rules represent a great opportunity for companies to strengthen their credibility and build a true relationship of trust with the market.

Progestus can support you on this path, identifying any critical issues and accompanying your company towards a more correct, transparent and compliant environmental communication.