4 March 2026
A new EU directive is set to reshape how companies communicate on sustainability. The Empowering Consumers for the Green Transition Directive (ECGT), commonly referred to as the anti-greenwashing directive, must be transposed into Belgian law by 27th of March 2026 and will apply from September 2026.
Its aim is clear: vague, misleading, or unsubstantiated environmental claims will no longer be tolerated. Companies across sectors will need to rethink not only what they communicate, but how they ensure credibility and compliance.
From product performance to product communication
The ECGT is part of a broader regulatory wave aimed at making sustainability the norm in Europe. It complements initiatives such as:
- The Ecodesign for Sustainable Products Regulation (ESPR), as handled in our previous article
- The proposed Green Claims Directive
- CSRD and other transparency frameworks
While ESPR focuses on how products are designed and perform, the anti-greenwashing directive focuses on how sustainability is communicated — to consumers, clients and the market. In other words: where ESPR structures the substance, ECGT regulates the message. And both are deeply connected.
Why this directive?
The European Commission has found that over half of environmental claims in the EU are vague, misleading, or lack sufficient evidence. Sustainability is increasingly a driver of consumer choices, but also a source of risk: misrepresented claims can lead to regulatory sanctions, reputational damage, and loss of trust.
The ECGT updates EU consumer protection rules to clarify what constitutes misleading environmental communication. It reduces reliance on self-regulation, strengthens enforcement, and covers not only environmental aspects but also broader sustainability dimensions — including durability, repairability, and certain social characteristics — when these are presented to consumers.
What will change in practice?
The directive introduces stricter rules for all sustainability claims across advertisements, websites, social media, point-of-sale materials, and product packaging.
1. Generic environmental claims will be restricted
Broad statements such as “eco,” “green,” or “environmentally friendly” will only be allowed if they can be clearly substantiated with credible evidence.
Claims must be:
- Specific – What impact? Which scope?
- Measurable – Based on data or quantified performance
- Verifiable – Supported by recognized certifications or independent audits
For sectors like textiles, furniture, electronics, food retail or construction materials, where green positioning is widespread, this represents a structural shift.
2. Carbon neutrality claims face stricter scrutiny
Claims of “carbon neutral” that rely solely on offsetting, such as tree planting, will be considered misleading. Companies will need to clearly distinguish between actual emission reductions and compensation measures, and communicate the real performance of their products or operations.
3. Tighter rules on sustainability labels
The proliferation of private and public sustainability labels will be curtailed. Only labels based on robust certification schemes with third-party verification, such as Fairtrade International, EcoVadis, or B Lab (B Corp certification), will be allowed. Self-created labels will face strict conditions, including independent validation and transparency to competitors.
4. Clarifying other sustainability statements
The directive also defines boundaries for:
- Durability and reparability claims
- Environmental comparisons with competitors
- Statements about future performance or legally required features
For example, presenting compliance with mandatory EU standards as a distinctive environmental advantage will no longer be acceptable.
Sanctions and legal exposure
As the directive amends consumer protection rules, violations may trigger significant fines: up to 4% of annual turnover in Belgium, alongside reputational risks and potential legal actions. Communication, marketing, legal, and sustainability teams will all need to work closely to manage these risks.
How companies can prepare
Preparation is essential, as the timeline leaves little room for delay: transposition by March 2026, application from September 2026. Companies can take pragmatic steps to reduce exposure:
- Audit sustainability claims
Map all existing claims across websites, packaging, marketing, social media, and sales materials, identifying vague or unsubstantiated statements. - Verify with data
Ensure claims are supported by credible, up-to-date evidence: lifecycle assessments, carbon footprints, product environmental performance data, or recognized certifications. - Clarify internal governance
Define validation processes for sustainability communication, involving sustainability, legal, and marketing teams. - Train teams
Provide guidance to commercial and communication teams on what is acceptable under the new framework and highlight areas requiring caution. - Anticipate packaging and labeling impacts
Where claims appear directly on products, plan early for redesign and approval cycles.
A broader shift in market expectations
The ECGT reflects a deeper evolution in EU policy: sustainability communication is no longer just marketing. It must be credible, transparent, and demonstrably linked to real performance.
Companies that anticipate these changes will not only reduce compliance risk but also strengthen customer trust and competitive positioning.
Key message:
Act early. Review, substantiate, and align your sustainability claims now, before the directive comes into force.
