Green Claims Directive: proposal status and rules in force

What is the status of the Green Claims Directive?

The European Commission lists the Green Claims proposal as pending. The proposed approach to substantiation and verification is not an already applicable general certification requirement. Do not use the proposal’s former expected timetable as a compliance deadline.

Which consumer rules already apply?

The Empowering Consumers for the Green Transition Directive (EU) 2024/825 is a separate adopted measure. Its rules apply from 27 September 2026 and strengthen consumer protection against misleading environmental marketing. Check the applicable national implementation when assessing a specific claim.

Build evidence for the claim you actually make

Define the product, activity and period covered by an environmental statement. Keep the calculation, source data and assumptions with the approved wording. A result for one site or material should not be presented as a result for the entire company.

For example, a collected quantity does not by itself establish a recycled quantity. Obtain treatment evidence and explain any exclusions before making a recovery claim.

Five practical checks before publication

1. Write a specific claim with a clear scope.
2. Keep dated evidence and the calculation behind it.
3. Explain the baseline for a comparison.
4. Review qualifications, imagery and labels alongside the wording.
5. Assign an owner to review the claim when the underlying facts change.

These checks support a disciplined publication process. They do not substitute for assessing the legal requirements that apply to the claim.

Make claims easier to verify

Connect the wording your audience sees with evidence your team can retrieve. Prefer precise descriptions of what was measured over broad promises. For waste and material flows, structured operational data can help teams review the information before it reaches a report or campaign.