Empowering Consumers Directive (EU) 2024/825
The EU’s active anti-greenwashing law — applying from 27 September 2026
What the Empowering Consumers Directive is
Directive (EU) 2024/825 is the EU’s primary law against greenwashing. Adopted on 28 February 2024, it amends the Unfair Commercial Practices Directive and the Consumer Rights Directive. The transposition deadline was 27 March 2026; application starts on 27 September 2026.
The bans enter Annex I of the Unfair Commercial Practices Directive, which makes them automatically unfair — no case-by-case assessment required.
Four practices that become automatically unfair
What is banned
What else changes
New pre-contractual information
A commercial guarantee of durability, availability of after-sales and repair services, a repairability score where applicable, and environmentally friendly delivery options. The Commission has also adopted rules standardising consumer information on guarantees and durability.
Penalties
At least 4% of annual turnover, or a minimum of €2 million for widespread infringements. Member States may set higher maximums. Enforcement is national, by consumer-protection authorities, with cross-border cooperation.
The ECD is now the only instrument
The proposed Green Claims Directive, which would have required ex-ante verification, was flagged for withdrawal in June 2025. The ECD is today the sole active EU anti-greenwashing law — and it enforces after the fact, not before.
Environmental claims and the Digital Product Passport
Frequently asked questions
Only with recognised excellent environmental performance under a Type I scheme. Otherwise the claim must be specified on the same medium — and if there is no space to specify it, it should generally not be made.
It was flagged for withdrawal in June 2025 after political opposition. Some elements may return in a targeted proposal, but for now the ECD is the only active instrument.
Enforcement is post-market: an authority checks after the product is on sale, and your defence is the quality of the data at the time of investigation. The verified recycled-content figures, measured carbon footprint and documented composition the DPP is built to carry are exactly the evidence the ECD requires. National authorities have already acted against major retailers over unsubstantiated claims — before the ECD tightened the rules.
Related solutions
Solutions
DPP for Manufacturers
Manufacturers create and maintain DPP, prove compliance and sustainability, earn trust and improve their processes.
DPP for Importers
Importers ensure a valid DPP for every product and provide EU market access without risk of sanctions and delays.
DPP for Retailers and Service Centres
DPP simplifies warranties, repairs and product tracking. Retailers and service centres receive accurate information for higher quality service.
