What Counts as a “Green Claim” Under the Directive?

The directive targets environmental and sustainability claims made anywhere a consumer can see them. That includes product titles, descriptions, packaging, ads, or a store’s about page. From September 27 onward, four categories of practice become unlawful without very specific backing:

Generic claims without proof. Words like “eco-friendly,” “green,” “sustainable,” or “climate-friendly” are effectively banned unless the product can demonstrate genuinely excellent environmental performance. That means conformity with an established standard like the EU Ecolabel. According to the Council of the EU, roughly 53% of green claims examined by the European Commission provided vague, misleading, or unfounded information. A vague adjective on its own is no longer defensible.

Carbon offset and “carbon neutral” claims. Claims based on purchased carbon credits are no longer permitted in their current common form. Real reductions in the product’s own value chain are what count instead.

Unproven future commitments. Claims about environmental goals for 2028, 2030, or similar future dates now require three things: a clear, objective, publicly available commitment; a detailed implementation plan with measurable targets; and independent third-party verification. A pledge on a landing page is not enough.

Self-made sustainability labels. Custom eco-badges or seals that a business designed itself, without an underlying certification scheme or public-authority backing, must be removed. Only labels tied to a real certification scheme, or established by a public authority, remain permitted.

The directive also restricts practices around product durability — including implying a product is more repairable or long-lasting than it is, or design choices that limit a product’s useful life. For most WooCommerce stores, though, the sharpest and most immediate exposure sits in the environmental-claims rules above.