EU adopts greenwashing ban under 2024 consumer directive: businesses face 2026 compliance deadline

The European Union’s Directive on Empowering Consumers for the Green Transition (ECGT) entered into force in March 2024 after formal adoption by the European Parliament and Council on 28 February 2024. Member States had until 27 March 2026 to transpose the directive into national law, with its provisions becoming legally binding for businesses as of 27 September 2026 .
The directive, also known as the EmpCo Directive, strengthens consumer rights by prohibiting greenwashing—misleading claims about a product’s environmental benefits—and requires clearer information on durability, repairability, and environmental impact. Businesses must now substantiate environmental claims, such as "eco-friendly" or "climate-neutral," with verifiable evidence. The rules also mandate improved transparency on product lifespan and repair options .
The European Commission will submit a review report of the directive by 27 September 2031. In May 2026, the Commission initiated infringement proceedings against 20 member states, including Slovenia, for failing to fully transpose the directive into national law by the deadline .
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