Say goodbye to ‘carbon neutral’ and generic ‘green’ claims 

The Empowering Consumers for the Green Transition (ECGT) directive (Directive (EU) 2024/825) will shake up marketing and communications for many brands and organisations in 2026. Now is the time to prepare and ensure you are fully compliant.  

What is the ECGT and why is it coming down the tracks? 

The 2010’s saw a steep rise in brands and products claiming to be ‘sustainable’ and a flurry of jargon-filled platitudes that relied on narrative with little substance. In recent years, this communications approach has led to claims of ‘greenwashing’ as consumers are left confused, detached, bored or in some cases demanding more substance and regulation 

The ECGT will force more transparency in environmental communications  by virtue of its scope. In limiting certain claims, it will compel companies and communications specialists to reimagine evidence-based, human-centred messages. 

The statute aims to “regulate vague and misleading environmental claims and sustainability labels” to better inform customers and prospects. The purpose of this directive is to improve customer experiences and enhance protection against misleading or false environmental claims made by manufacturers and brands. It will achieve this through a comprehensive approach, which is not limited to, but includes:  

• Banning terms which are vague, and not evidence-based e.g. ‘eco-friendly’, ‘sustainable’, ‘green’, ‘planet-friendly’ 

• Requiring third-party verification for all claims made e.g. ISO, B Corp, SBTi 

• Evidence to back up claims should be publicly-accessible data which is housed on brand websites (and clearly visible!)  

• Banning self-regulated and private certifications and programmes – any new or original sustainability schemes must be available for competitor brands to also avail of. 

• Offsetting claims prohibited – if carbon offsetting (projects that reduce or remove carbon elsewhere in supply chain) is required to achieve results this can no longer be stated as a claim 

• Labels should refer to durability and repairability of product (as relevant) in line with Circular Economy principles set out in the directive.  

Read more about the directive here. 

Key dates to note:  

By 27th March 2026, EU Member States will be required to incorporate the Directive and we will be watching closely to see how this applies nationally. From 27 September, 2026 the Directive will be formally enacted.  

Does it apply to me? 

Yes, if you provide goods and services within EU member markets, now is the time to prepare. The Directive is focused on B2C communications, not B2B communications.  

However, it is likely that the scope will expand over time so we would strongly recommend that B2B companies anticipate regulatory changes and get ahead of compliance. 

Regulation and creative communications – can they co-exist?  

Certainly. While this amendment will be considerably disruptive in the short term, from a legal, compliance and financial perspective; it offers significant scope to rewrite how companies can demonstrate their intent, reputation and longevity to stakeholders.  

Updating communications, claims and certifications will help provide real transparency – which we can all admit is necessary in a world rife with activity that is fraudulent, exploitative and harmful to people and the planet.  

By demonstrating evidence to back-up claims made, trust can be built on solid foundations. While this should be the norm in terms of upholding a company’s reputation and impact, this directive levels the playing field for those not already maintaining these standards. 

How we can help? 

We can bring clarity, calm and creativity to this process and support you in developing messaging that tells your brand story impactfully while also meeting regulatory requirements. We love strategising and solving puzzles, and while regulation might feel like a blocker to engaging with audiences, it provides an opportunity to build trust and connect more meaningfully. That means straight-talking, communications that still sounds like you.  

Not sure where to start?  

Get in touch with us at hello@andsmyth.ie