In recent years, the issue of greenwashing — the exaggeration or misrepresentation of unverifiable, irrelevant, or outright false claims (e.g., a product being labelled as “natural” or “organic” without proper substantiation) — has become a central topic in regulatory discussions. The aim is to combat misleading practices that undermine consumer trust and hinder real progress towards sustainability.
In Europe, two key directives establish specific rules for environmental claims made by companies, ensuring transparency and clarity: Directive (EU) 2024/825 and the Green Claims Directive. These measures are designed to protect consumers by ensuring that product claims are verifiable and credible, fostering fair competition and encouraging meaningful progress towards greater sustainability on a global scale.
Directive (EU) 2024/825, which came into force on 27 March 2024 and will be implemented by EU Member States from 27 September 2026, amends existing legislation on unfair commercial practices (UCPD) to reinforce efforts against greenwashing. It introduces significant changes to Articles 6 and 7, which deal with the main characteristics of a product and regulate, respectively, unverified environmental claims and misleading omissions, and expands the list of prohibited practices (Annex I or ‘blacklist’). Among the most relevant novelties for natural and organic cosmetics is the ban on:
- Generic environmental claims such as “biodegradable” or “made with organic ingredients” unless they are supported by appropriate verification.
- Claims attributing environmental benefits to an entire product when they only apply to a specific aspect.
- The use of voluntary sustainability labels that are not based on independent certification criteria or approved by public authorities.
Green Claims Directive: Ensuring Accuracy and Verifiability
The Green Claims Directive, still under discussion among European institutions, sets out strict requirements for explicit environmental claims made on products sold to consumers (B2C). Its goal is to combat greenwashing by requiring companies to back all environmental claims with reliable and verifiable scientific data. Every environmental claim will have to undergo preliminary verification, thus ensuring transparency and authenticity.
The EU Council has proposed, however, a simplified procedure for certain product categories, which could be exempted from complex verification. This approach aims to protect consumers while promoting more sustainable business practices.
These two directives complement other initiatives under the European Green Deal, including recently published regulations on eco-design and packaging (ESPR and PPWR). This holistic approach seeks to drive a real transition towards a circular economy, ensuring sustainability throughout the entire value chain.
For cosmetic manufacturers, these regulations present both a significant challenge and a concrete opportunity. The growing focus on raw material traceability and the adoption of ethical and sustainable practices requires an industry-wide shift towards greater transparency and innovation. In this context, reliable certification labels such as NATRUE, which adhere to strict criteria, will play an increasingly crucial role in strengthening consumer confidence.
A global movement against greenwashing
Europe is not alone in this effort. The United Kingdom, the United States, Canada, and India have also introduced similar regulations to combat greenwashing, reflecting a global convergence towards consumer protection and sustainability. While verification methods and certification requirements may vary, the shared goal is clear: ensuring that environmental claims are credible, transparent, and verifiable.
The future of sustainability in environmental claims
With the implementation of these new directives, businesses will need to reassess their operational processes, ensuring that all claims are backed by strong scientific foundations. This transition is not just a regulatory requirement, but an opportunity to meet growing consumer demand for sustainability and promote long-term sustainable growth.
Balancing environmental ambitions with economic sustainability will be key to the success of these initiatives. With an increasingly stringent regulatory framework, the fight against greenwashing is becoming a fundamental pillar in building a truly sustainable future.
Article written by Dr Mark Smith, NATRUE”s Director General, and originally published on Mabella (available here in Italian)