Trends unraveled
From September 27th, every green claim you make must be backed by evidence.
The EU’s Empowering Consumers for the Green Transition (ECGT) Directive takes effect this September. It fundamentally changes how businesses can communicate about sustainability.
Generic terms like “eco-friendly” or “green”? Only allowed with recognised certification. “Carbon neutral” through offsets? Banned entirely. Self-made sustainability labels? No longer permitted.
The rules apply to any business selling to EU consumers, regardless of where they’re headquartered.
We put together a quick overview of what’s changing, what’s banned, and what you should check on your website today.