{"id":99001,"date":"2026-07-20T09:00:00","date_gmt":"2026-07-20T07:00:00","guid":{"rendered":"https:\/\/www.progesto.it\/?p=99001"},"modified":"2026-08-19T15:12:02","modified_gmt":"2026-08-19T13:12:02","slug":"direttiva-greenwashing-comunicazioni-ambientali-2026","status":"publish","type":"post","link":"https:\/\/www.progesto.it\/en\/direttiva-greenwashing-comunicazioni-ambientali-2026\/","title":{"rendered":"Greenwashing Directive: from 27 September 2026 new rules for environmental communications"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Sustainability, in particular in recent years, has become a central element in corporate communication. However, with the&nbsp;<strong>Directive (EU) 2024\/825<\/strong>, transposed in Italy by&nbsp;<strong>Legislative Decree No 30\/2026, <\/strong>declaring a product to be \u2018green\u2019, \u2018ecological\u2019 or \u2018sustainable\u2019 is no longer sufficient. The European Union has introduced new provisions to combat the phenomenon of&nbsp;<strong>greenwashing<\/strong>&nbsp;and strengthening consumer protection. The new rules will apply from&nbsp;<strong>27 September 2026<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What is greenwashing?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For&nbsp;<em>greenwashing<\/em>&nbsp;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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The most common practices include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>generic or opaque environmental claims;<\/li>\n\n\n\n<li>incomplete or misleading information;<\/li>\n\n\n\n<li>omission of relevant data;<\/li>\n\n\n\n<li>use of unverifiable or unrecognised environmental labels or certifications.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What has changed since September 27, 2026?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The new provisions require companies to pay more attention to environmental reporting on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>websites;<\/li>\n\n\n\n<li>catalogues and brochures;<\/li>\n\n\n\n<li>labels and packaging;<\/li>\n\n\n\n<li>advertising and promotional material;<\/li>\n\n\n\n<li>digital content and social media.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Each statement must be supported by verifiable and easily understandable information for the consumer, avoiding vague or unsubstantiated statements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A practical example<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Risky claim<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cEco-friendly packaging.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is a general statement that does not explain why packaging can be considered sustainable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>More correct claim<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u2018The packaging contains 85% of recycled paper certified FSC Recycled and is recyclable in the collection of paper according to the manufacturer\u2019s instructions.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this case, the consumer receives specific, verifiable information supported by objective elements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How to prepare<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Progestus can support you on this path,<\/strong> identifying any critical issues and accompanying your company towards a more correct, transparent and compliant environmental communication.<\/p>\n\n\n\n<div class=\"wp-block-group alignwide has-border-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-2ee74153 wp-block-group-is-layout-constrained\" style=\"border-color:#d7e5e9;border-width:1px;border-radius:20px;background-color:#f4f8f9;padding-top:36px;padding-right:36px;padding-bottom:36px;padding-left:36px\">\n<p class=\"numbered-card__number wp-block-paragraph\">PROJECT<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Is your communication ready for September 27, 2026?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Progesto can support you in identifying any critical issues and accompany your company towards a more correct, transparent and compliant environmental communication.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.progesto.it\/en\/contatti\/\">Request a verification<\/a><\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>From September 27, 2026, the rules for environmental claims change. What companies need to verify to avoid generic or misleading communications.<\/p>","protected":false},"author":1,"featured_media":99063,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[27,25,26],"class_list":["post-99001","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-comunicazione-ambientale","tag-greenwashing","tag-sostenibilita"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Direttiva Greenwashing: dal 27 settembre 2026 nuove regole per le comunicazioni ambientali - PROGESTO srl S.B.<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.progesto.it\/en\/direttiva-greenwashing-comunicazioni-ambientali-2026\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Direttiva Greenwashing: dal 27 settembre 2026 nuove regole per le comunicazioni ambientali - PROGESTO srl S.B.\" \/>\n<meta property=\"og:description\" content=\"Dal 27 settembre 2026 cambiano le regole per i claim ambientali. 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