The EU’s new rules on greenwashing: what the ECGT Directive means for cosmetics

Environmental claims are playing an increasingly important role in consumers’ purchasing decisions. But as sustainability becomes a stronger selling point, so does the risk of greenwashing. From 27 September 2026, new EU rules will fully apply across all EU Member States, introducing stricter requirements for how environmental and sustainability claims are communicated to consumers.

Directive (EU) 2024/825, known as the “Empowering Consumers for the Green Transition” (ECGT) Directive, aims to strengthen consumer protection, increase transparency and make it easier for consumers to distinguish credible sustainability claims from misleading ones.

What is changing?

The Directive aims to make environmental communication more transparent and credible and to help consumers make informed choices. Under the new rules, generic environmental claims without solid substantiation will no longer be permitted. Claims such as “eco-friendly”, “green” or “biodegradable” will need to be supported by appropriate evidence.

Sustainability labels and certification

For consumers, credible certification can provide greater confidence that products meet defined requirements rather than relying solely on a company’s own environmental claims.

For the natural and organic cosmetics sector, this is particularly relevant. The NATRUE label is based on defined criteria and independent certification, helping consumers identify products that meet established defined requirements for for natural and organic cosmetics.

Environmental claims must be specific

The Directive also makes clear that environmental benefits cannot be attributed to an entire product or company when they apply only to a specific component, characteristic or stage of production.

Similarly, claims based solely on purchasing carbon credits or investing in external offsetting projects will not be permitted where they suggest that the product itself has a neutral or positive environmental impact.

Forward-looking claims, such as commitments to achieve climate neutrality by 2030, will also need to be supported by clear implementation plans, measurable targets and regular independent verification.

What does this mean for cosmetics brands?

For cosmetics companies, the new rules reinforce the need to review environmental and sustainability communication across packaging, product names and marketing materials.

Brands will need to pay particular attention to:

• generic environmental claims;
• environmental claims in product and brand names;
• sustainability labels and their certification systems;
• claims relating to specific ingredients, components or production stages;
• carbon offsetting claims; 
• future sustainability commitments.

A step towards greater consumer trust

NATRUE welcomes the ECGT Directive as an important step towards tackling greenwashing and strengthening consumer trust.

“Environmental considerations are increasingly influencing consumers’ purchasing decisions. Greenwashing is particularly harmful because it can create confusion and make it difficult for consumers to distinguish genuine sustainability from marketing claims. Clear, credible and verifiable environmental information is therefore essential to enable informed choices. The ECGT Directive is an important step towards tackling greenwashing, promoting greater transparency and fairness in the market, and supporting the transition towards a more sustainable economy,” said Prof. Dr. Florian Stintzing, President of NATRUE.

As the Directive becomes fully applicable, it creates a stronger framework for sustainability communication — supporting greater transparency, credibility and fairness for both consumers and businesses.

Dowload the press release here.