With Directive (EU) 2024/825 (“Empowering Consumers for the Green Transition”), the European Union is tightening the rules on environmental advertising and consumer information. The goal is to provide consumers with more reliable information and to curb misleading environmental claims—so-called “greenwashing.” The directive was adopted on February 28, 2024, and published in the Official Journal of the EU on March 6, 2024.

The new requirements regarding environmental claims and sustainability information are particularly relevant to the packaging industry. General or blanket statements such as “environmentally friendly,” “green,” or “sustainable” must not give the impression that a product or its packaging has better overall environmental characteristics if this claim cannot be sufficiently substantiated. Even environmental benefits that relate to only a single aspect of a product must be communicated in a clear and transparent manner.

Special attention should also be paid to statements regarding future environmental performance. In the future, such promises must be based on clear, objective, and verifiable commitments. Among other things, this requires a detailed and realistic implementation plan with measurable and time-bound goals. Implementation must also be verified by an independent external body.

In addition, the directive places greater emphasis on sustainability labels and eco-labels. Non-transparent or non-credible sustainability systems should not be used to convey unsubstantiated environmental benefits to consumers. Misleading information regarding recyclability, durability, or other aspects of circularity may also be relevant.

The directive is therefore also important for companies that market packaging with claims regarding recycling, recyclability, material use, climate impact, or other environmental aspects. In the future, such claims should be carefully reviewed to ensure they are clear, verifiable, and understandable to consumers.

Member States were required to transpose the directive into national law by March 27, 2026. The new regulations are therefore of particular importance to companies in their current compliance and communication practices.

Regarding Directive (EU) 2024/825: EUR-Lex – Directive (EU) 2024/825, German version