The ECGT Directive (Empowering Consumers for the Green Transition, Directive 2024/825) is an EU law that fundamentally changes how businesses can market environmental claims. If your company makes green claims on its website, packaging, or advertising, you need to understand this directive before enforcement begins on September 27, 2026.
What Is the ECGT Directive?
The ECGT Directive amends the Unfair Commercial Practices Directive (2005/29/EC) and the Consumer Rights Directive (2011/83/EU). It was adopted on February 28, 2024 and published in the Official Journal on March 6, 2024.
Its primary goal: ban misleading environmental claims that cannot be substantiated with verifiable evidence. The directive targets greenwashing — the practice of making vague, exaggerated, or false green claims to attract environmentally conscious consumers.
Key Provisions
1. Ban on Generic Environmental Claims (Art. 3(1)(b))
Traders may not make generic environmental claims such as "eco-friendly", "green", "sustainable", or "environmentally friendly" unless they can demonstrate recognized excellent environmental performance relevant to the claim. In practice, this means EU Ecolabel certification or equivalent.
2. Ban on Offset-Based Carbon Claims (Art. 3(4))
Environmental claims based on greenhouse gas emission offsetting are prohibited. Claims like "carbon neutral", "climate neutral", or "net zero" that rely on purchasing carbon credits are banned. Companies must demonstrate actual emission reductions.
3. Sustainability Labels Must Be Certified (Art. 3(1)(d))
Sustainability labels displayed on products must be based on a certification scheme or established by public authorities. Self-created sustainability labels without third-party verification are banned.
4. Durability and Repairability Information
The directive introduces requirements around informing consumers about the durability and repairability of products, combating planned obsolescence claims.
Who Is Affected?
Any business that:
- Sells products or services to EU consumers
- Makes environmental claims on their website, packaging, advertising, or social media
- Uses sustainability labels or certifications
- Includes terms like "eco", "green", "sustainable", "carbon neutral" in marketing
This includes non-EU companies selling into the EU market.
Penalties
Member states set their own penalties, but the directive mandates they must be "effective, proportionate and dissuasive." The directive references fines of up to 4% of annual turnover in the relevant member state(s).
Timeline
| Date | Event |
|---|---|
| February 28, 2024 | ECGT Directive adopted by EU Parliament and Council |
| March 6, 2024 | Published in Official Journal (Directive 2024/825) |
| September 27, 2026 | Deadline for member states to transpose into national law |
| September 27, 2026 | Enforcement begins — violations can be penalized |
How to Prepare
- Audit your claims: Scan your website, packaging, and marketing materials for any of the 28 banned or restricted terms
- Gather evidence: For each environmental claim, ensure you have verifiable, third-party substantiation
- Remove or replace: Generic claims should be replaced with specific, measurable statements
- Get certified: Consider EU Ecolabel or recognized industry certifications for products/services
- Monitor continuously: Set up automated scanning to catch new claims introduced by marketing teams
ECGT vs. Green Claims Directive (GCD)
The Green Claims Directive (GCD) was a separate legislative proposal that would have required pre-approval of environmental claims. It was withdrawn in June 2025. The ECGT Directive is the binding law that companies must comply with.
In-Depth ECGT Articles
Explore each aspect of the ECGT Directive in detail:
- ECGT Directive 2024/825 Explained — full breakdown of the legal text and what it means for your business
- ECGT Enforcement Date: September 2026 — timeline and preparation milestones
- ECGT Penalties & Fines — what you risk for non-compliance (up to 4% turnover)
- ECGT Compliance Checklist — step-by-step preparation guide
- ECGT vs Green Claims Directive — understanding the differences between the two EU proposals
- ECGT Impact on E-commerce — specific implications for online retailers
Related Resources
- Complete List of 28 Banned Green Terms — every term regulated by the ECGT, with compliant alternatives
- How to Detect Greenwashing — 5-step guide to identifying misleading claims
- Green Marketing Without Greenwashing — how to market sustainability compliantly