A clothing label that says “eco-friendly” makes a broad promise. Under new EU consumer-protection rules, wording of this kind counts as a generic environmental claim when its specific meaning is not clearly and prominently explained in the same medium. Such claims are prohibited unless the seller can demonstrate what the law calls “recognised excellent environmental performance” relevant to the claim. EUR-Lex (source, opens in new tab)EUR-LexDirective (EU) 2024/825 of the European Parliament and of the CouncilOpen source (opens in new tab)
The changes come from the Empowering Consumers for the Green Transition Directive, whose national implementing measures apply from 27 September 2026. They affect claims on clothing labels and packaging, as well as product descriptions and advertising. This is distinct from the separate Green Claims Directive proposal, which was not the law taking effect on that date. European Parliament Legislative Train (source, opens in new tab)European Parliament Legislative TrainSubstantiating and communicating green claimsOpen source (opens in new tab)
The rules also reach clothing already in shops. Businesses have no automatic right to keep selling older stock with non-compliant claims until it runs out. However, consumer-protection authorities may take a phased approach where businesses face genuine difficulties making the transition. European Commission (source, opens in new tab)
European CommissionSustainable consumption actionsOpen source (opens in new tab)
Even a supported environmental claim can overreach. Evidence concerning one aspect of a garment cannot justify a claim about the whole product. Nor can a business present a legal requirement applying to every product in a category as though it were a special advantage of its own. The wording must accurately reflect both the scope of the benefit and what distinguishes the product.
Sustainability labels face a separate requirement: they must be based on a qualifying certification scheme or established by public authorities. This covers voluntary trust marks, quality marks and similar labels promoting products, processes or businesses for environmental or social characteristics. The restriction therefore extends beyond badges concerned only with the environment.
The rules also prohibit claims that a product has a neutral, reduced or positive greenhouse-gas impact when those claims rely on offsetting—compensating for emissions elsewhere. This targets the basis of the product claim; it is not a blanket prohibition on every statement about emissions.
For older stock, the absence of an exemption does not mean every existing label is unlawful or that garments must automatically be recalled or destroyed. The Commission says businesses should take timely, good-faith steps towards compliance, which can include updating online claims and correcting materials. Authorities may consider practical difficulties case by case and avoid recall or destruction where those measures would impose excessive costs or cause unnecessary environmental harm. That discretion concerns enforcement; it does not exempt older stock from the rules.
- EUR-Lex · Regulatory recordDirective (EU) 2024/825 of the European Parliament and of the Councileur-lex.europa.eu · opens in new tab
- European Parliament Legislative TrainSubstantiating and communicating green claimseuroparl.europa.eu · opens in new tab
- European Commission · InstitutionSustainable consumption actionscommission.europa.eu · opens in new tab
