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.

UNDERSTAND THE RULES

The Pillars of the Directive

BACK YOUR CLAIMS WITH EVIDENCE

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.

UNDERSTAND WHAT IS A ROBUST SUSTAINABILITY LABEL

Environmental or social labels may only be used if they are backed by a robust, transparent certification scheme verified by an independent third party, or issued directly by a public authority.
Certification scheme must meet strict criteria, including:

requirements defined with experts and stakeholders
an open, transparent, and non-discriminatory system
clear procedures for managing non‑conformities
independent third party controls performed according to recognized norms (e.g. ISO 17065)

These principles are essential to ensuring credibility, reliability and consumer trust, and help prevent the proliferation of self‑declared sustainability labels.

USE A LABEL TO BACK YOUR CLAIM

Selecting a sustainability label that complies with the Directive is an effective way to provide tangible evidence supporting your environmental and social claims. Based on your commitments and communication objectives, explore the key labels in your sector:

Explore our solutions

Key Takeaways from the Directive

Directive Breakdown

Understand the key implications, analyse market expectations, and prepare your transition towards responsible, compliant communication aligned with European requirements.

DON'T

Generic terms (“eco”, “green”, “natural”) without recognised evidence of excellent environmental performance
Implicit claims using imagery (trees, water, forests) or colours that may mislead consumers
“Carbon neutral” claims based exclusively on offsetting
Self‑declared sustainability labels without independent certification

DO

Clear, accurate and verifiable claims
Real and measurable carbon emissions reductions
Use of official or third‑party certified labels
Clear information on product durability and reparability

l 40%

of environmental and social claims have no supporting evidence

(Source: EU Commission)

l 1/2

Half of all green labels
offer weak
or non-existent verification

Décryptage de la directive

Ecocert’s solutions

Explore our solutions

CONSULTING

Tailored guidance to navigate the “Empowering Consumers” Directive and integrate its requirements into your communication strategy

TRAINING

Practical training program to help companies to use environmental claims & labels responsibly, avoid misleading practices and develop responsible environmental communication

LABELS

Sustainability label certification delivered by an independent third party, supported by more than 30 years of auditing expertise

VERIFICATION

Back your sustainability claims with solid and verifiable evidence through independent third-party verification