What changed
Directive (EU) 2024/825 has applied since 27 September 2026. Towards consumers, it bans generic environmental claims such as “eco-friendly”, “green” or “climate friendly” unless backed by recognised excellent performance; claims about a whole product that are true only for a part; neutrality claims based on offsets; and sustainability labels not based on a certification scheme or set by public authorities.
But we sell only to businesses
The European Commission’s services say the directive is limited to business-to-consumer practices. That does not make B2B safe. Directive 2006/114/EC covers misleading advertising to businesses and allows courts to demand proof. In Germany, the Federal Court of Justice found “klimaneutral” misleading in an advertisement in a trade newspaper (Katjes, 2024). Some countries have also extended their national rules further. Timelines differ: Poland, for example, has a later start date for its national law.
Why gifts are affected
A promotional product reaches consumers even when a company buys it. A bag that says “eco” may be a claim to whoever receives it. Your client may also repeat your wording on their website.
What to do
- Remove generic words, and replace them with facts: material, share, certificate.
- Check that claims refer to the right part of the product.
- Avoid home-made eco badges and leaf icons that imply more than the text.
- Do not present legal duties, such as REACH, as advantages.
- Keep evidence for each claim, per order.
We can suggest wording based on your order documents; a lawyer should approve what you print. Examples are on our sustainability and proof page.
