Empowering Consumers - Directive (UE) 2024/825
Towards an end to
Greenwashing
in Europe
The “Empowering Consumers” Directive (EU) 2024/825 strengthens the European framework to better protect consumers from vague, misleading, or unsubstantiated environmental claims. It clarifies the rules, improves the reliability of information, and sets clear expectations for the use of environmental labels and sustainability messages.
This new regulatory landscape reinforces the need for claims that are justified and supported by verifiable evidence — a stance Ecocert has upheld for more than 30 years.
The Pillars of the Directive
Environmental claims must now be precise and specific and grounded in clear, accessible and verifiable evidence — echoing the principles highlighted in Ecocert’s ClaimCheck approach, where claims must be justified and supported by verifiable evidence.
Generic terms like “green” or “eco‑friendly” are prohibited except if they refer to recognised, demonstrable top performance, helping prevent unclear or overly broad statements that contribute to greenwashing.
Evidence Requirements
Claims such as “carbon neutral” that rely solely on offsetting are now strictly restricted. The directive puts the emphasis on real emissions reductions, requiring companies to communicate transparently about measurable progress before referring to any compensation mechanisms. This approach ensures more accurate information and helps consumers better understand the true impact of corporate actions.
Third‑Party Verification
Claims such as “carbon neutral” based solely on offsetting are now strictly regulated.
The directive prioritises actual emissions reductions, encouraging companies to communicate transparently about measurable progress before referring to compensation. This supports more accurate information and helps consumers understand the real impact of corporate actions.
Carbon Offset Claims
Directive Overview
Directive Breakdown
Understand the key implications, analyse market expectations, and prepare your transition towards responsible, compliant communication aligned with European requirements.
DON'T
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Generic terms (“eco”, “green”, “natural”) without recognised evidence of excellent environmental performance
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Implicit claims using imagery (trees, water, forests) or colours that may mislead consumers
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“Carbon neutral” claims based exclusively on offsetting
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Self‑declared sustainability labels without independent certification
DO
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Clear, accurate and verifiable claims
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Real and measurable carbon emissions reductions
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Use of official or third‑party certified labels
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Clear information on product durability and reparability
l 1/2
Half of all green labels
offer weak
or non-existent verification
Décryptage de la directive
CONSULTING
Tailored guidance to navigate the “Empowering Consumers” Directive and integrate its requirements into your communication strategy.
TRAINING
Practical program to help companies to use environmental claims & labels responsibly, avoid misleading practices and develop responsible environmental communication
VERIFICATION
Independent third-party verification of the consistency between evidences and claims
LABELS
Sustainability labels certification supported by more than 30 years of audit experience.