Greenwashing in fashion: what Directive 2024/825 bans from 27 September 2026
Updated 4 October 2026 · 6 min read
In short.
- Since 27 September 2026 the new EU rules against greenwashing apply: Directive (EU) 2024/825, transposed into national consumer laws (in Italy by Legislative Decree 30/2026).
- Words such as “eco”, “green”, “sustainable”, “environmentally friendly” can no longer be used unless they are substantiated.
- Specific, documented claims remain possible: a figure, a scope, a source.
What has changed
Directive (EU) 2024/825 on “empowering consumers for the green transition” updates EU rules on unfair commercial practices. Member States had to transpose it by 27 March 2026 and apply it from 27 September 2026. In Italy it was transposed by Legislative Decree 20 February 2026, no. 30, which amends the Consumer Code.
The key change is a list of practices that are always considered misleading: there is no need to prove that a consumer was actually misled. It applies to labels, hang tags, product pages, websites, social media and advertising.
What is no longer allowed
| Banned practice | Fashion example |
|---|---|
| Generic environmental claims that cannot be substantiated | “Eco collection”, “green T-shirt”, “sustainable garment”, without proof of recognised excellent environmental performance |
| Sustainability labels not based on a certification scheme or not established by public authorities | A “Responsible Fashion” badge designed by the brand itself |
| Claiming for the whole product or company what only applies to a part | “Recycled jacket” when only the lining is recycled |
| Claiming a neutral, reduced or positive climate impact based on offsetting | “Zero-impact sweater” because carbon credits were bought |
| Presenting a legal requirement as a distinctive feature | Advertising the absence of substances that the law already bans |
Claims about the future, such as “net zero by 2030”, are also misleading unless backed by clear commitments, a detailed and realistic implementation plan and regular checks by an independent expert, with results available to consumers.
What you can still say
The rules do not ban talking about the environment: they ban doing it vaguely. A claim is stronger when it is:
- Specific: it says exactly what, how much and for which part of the product. For example “60% recycled polyester”.
- Substantiated: there is a document, calculation or certificate you can show.
- Clearly scoped: for example “1.75 kg CO₂e per garment, from raw materials until it leaves the factory”.
- Based on recognised certification if you use a label: schemes with third-party verification, such as the EU Ecolabel or certified textile standards.
Before and after: examples
| Avoid | Stronger |
|---|---|
| “Eco-friendly T-shirt” | “T-shirt in certified organic cotton, 180 g” |
| “Low-impact garment” | “1.75 kg CO₂e per garment, from raw materials until it leaves the factory. Method and sources on request” |
| “Carbon neutral” | “We cut dyehouse energy per garment by 20% compared with 2024”, if you measured it |
| “Sustainable collection” | State composition, origin and verifiable data for each garment |
Even a precise claim must be true and not misleading: a CO₂e figure should come with the scope of the calculation and should not be compared with other products without explaining the method.
Who enforces it
National consumer authorities enforce the rules; in Italy it is the Competition and Market Authority (AGCM), which can order a communication to be removed and impose fines under the Consumer Code of up to €10 million. The rules cover communication to consumers; between businesses, rules on misleading advertising and contracts still apply.
What about the Green Claims Directive?
The proposed EU Green Claims Directive, which would have required claims to be verified in advance, has been stalled since June 2025 and its future is uncertain. The rules of Directive 2024/825, on the other hand, already apply.
How to prepare
- List every environmental claim you make: labels, hang tags, e-commerce, catalogues, social media, buyer materials.
- Remove or rewrite generic ones.
- Collect evidence for those that remain: certificates, technical sheets, calculations with source and date.
- Check your labels: keep only those based on a certification scheme.
- Measure before you communicate: a stage-by-stage carbon footprint with supplier data is a documented basis. See the calculation guide.
This guide is an introduction and is not legal advice on your communications.
A figure with its source beats an adjective. Calculate the CO₂e of one of your garments, with the source of every value.