The European Union’s consumer protection authorities have agreed a common approach to enforcing new rules against ‘greenwashing’, seeking to apply them evenly across member states while keeping costs for businesses low.
The European Commission on June 30 welcomed the “Common Understanding” reached within the Consumer Protection Cooperation (CPC) Network, the body that groups national enforcement authorities. It said the deal would ensure a smoother transition to the tighter regime.
The agreement sets shared criteria for how national regulators enforce the Empowering Consumers for the Green Transition Directive. The directive strengthens requirements for environmental claims and sustainability labels, aiming to stop misleading messages swaying purchases.
The rules bar traders from using vague green labels, such as “environmentally friendly”, unless they can be backed by evidence. They also restrict self-created or self-certified sustainability badges.
Member states had to write the directive into national law by March 27, 2026, and it applies from September 27, 2026. There is no formal transition period built into the text.
Under the understanding, authorities agreed to weigh the genuine practical difficulties that companies could face during the changeover. These included the volume of goods already manufactured, their shelf-life and the technical limits on adapting existing products.
Where such difficulties were properly justified, regulators said they would prioritise preventive steps, such as issuing guidance or clarifications, before resorting to penalties. The stated aim was to avoid unnecessary costs for the firms affected.
The measure forms part of the EU’s wider Green Deal agenda on consumer protection, which has faced growing questions over its burden on business. Brussels withdrew a separate, more far-reaching Green Claims Directive in June 2025 amid concern over its impact on smaller companies.
The Commission said the arrangement would keep compliance costs as low as possible while still improving the reliability of green claims. Officials indicated national authorities would favour dialogue over sanctions as the new rules bedded in.
