Directive (EU) 2024/825 strengthens EU consumer protection against greenwashing and has applied since 27 September 2026. The directive amends the Consumer Rights Directive and the Unfair Commercial Practices Directive, according to the European Commission’s guidance.
Claims tied to product data
ESGtrends.pl says a company could state a packaging product’s documented recycled-material content instead of calling it “eco-friendly packaging.” Its packaging analysis also says a recyclability claim should reflect the product’s actual properties and the conditions for waste collection and processing.
Jarosław Kamiński, whom ESGtrends.pl identifies as Raja Polska’s managing director, says improving one packaging characteristic does not automatically justify calling the whole product environmentally friendly. The outlet says suppliers should give customers information about product characteristics and what those characteristics allow them to communicate accurately.
My Green Lab’s memo on the directive says the rules address business-to-consumer practices, while EU case law supports using their requirements to assess misleading advertising in a business-to-business context. ESGtrends.pl says packaging suppliers should give customers information about a product’s characteristics and what they can accurately communicate about it.
