Preparing for the EU Anti-Greenwashing directive

No more vague promises—only hard, verifiable data. This is the standard set by the new EU directive targeting “greenwashing.” The rules demand precision and evidence in communication, meaning every claim must hold up under scrutiny. What phrases will be banned? Which statements might put your business at risk of fines? Here’s a quick guide to navigate the upcoming changes.

The new directive

Aimed at eliminating pseudo-environmental marketing, this directive will take effect across EU member states, including Poland, by March 2026 at the latest. Given the significant shift it introduces to ESG (Environmental, Social, and Governance) communication, businesses should start preparing now. This includes not only revising your messaging but also training your teams and ensuring that your external PR partners are well-versed in the new requirements.

From vague promises to concrete evidence

This new regulation represents nothing short of a revolution. Catchy, general claims must give way to “clear, relevant, and credible information.” This applies to all statements that could be interpreted as claims about a product’s or company’s environmental impact.

What to avoid

1. Generic commitments: Claims like “We aim to reduce CO2 emissions by 60% by 2030 in our supply chain” will be unacceptable unless they are backed by detailed plans. These plans must outline:
   • Necessary innovations and investments
   • Financial resources required
   • A specific timeline
   • Validation by an external expert
2. Vague terms: Words like “eco-friendly,” “green,” “carbon neutral,” or “biodegradable” will only be permitted if accompanied by substantiating evidence, such as:
   • “65% of the raw materials used to produce this item are recyclable according to standard XXX.”
   • “67% of the energy used in our factory comes from renewable sources.”
3. Misleading highlights: Avoid emphasizing irrelevant environmental attributes, such as:
   • Claiming a wooden product is “plastic-free”
   • Highlighting that chicken meat is “gluten-free”

What else to watch for

These examples only scratch the surface. Additional rules cover areas such as:

• Certification requirements
• Comparisons with competitors
• Claims regarding carbon offsetting initiatives

Ready to update your ESG communication?

As a PR agency closely monitoring these regulatory changes, we’re here to help you navigate the complexities of the new directive. Whether you need to train your team, revise your messaging, or ensure compliance, we’ve got you covered. Contact us: biuro@gardenofwordsgroup.com