Green Claims: Greenwashing Directive Drama – Will It Stay or Go?
The EU’s Green Claims Directive (GCD) hit a major political deadlock in June 2025. With trilogue talks cancelled and the possibility of a full withdrawal floated by the Commission, the regulatory future of environmental claims seems uncertain. However, businesses should not be misled by this pause: a significant ban is already locked into law.
Starting September 2026, the Empowering Consumers Directive (ECD) will officially ban product-level “carbon neutral” claims that rely on carbon offsetting.
Timeline of the Green Claims Directive (GCD)
- March 2024: The European Parliament calls for strict verification of green claims and penalties of up to 4% of annual turnover.
- June 2024: The Council agrees but pushes for lighter-touch rules specifically for small-to-medium enterprises (SMEs).
- June 2025: Political disagreement leads the Commission to halt talks, threatening to withdraw the GCD proposal entirely.
- The Outlook: A restart requires all three institutions to realign on scope—likely pushing detailed implementation rules into 2027 or beyond.
Strategic Implications for Business
By late 2026, most traditional "carbon neutral" product marketing will be legally off the table in the EU. Companies that have built their value propositions around these claims must begin transitioning their messaging and substantiation strategies now.
At Maiven, we help our clients stay ahead of these shifting policy developments, ensuring they are prepared for all regulatory scenarios.