{"id":121442,"date":"2026-04-15T18:18:09","date_gmt":"2026-04-15T16:18:09","guid":{"rendered":"https:\/\/www.veganok.com\/en\/?p=121442"},"modified":"2026-04-15T18:18:09","modified_gmt":"2026-04-15T16:18:09","slug":"eu-anti-greenwashing-directive","status":"publish","type":"post","link":"https:\/\/www.veganok.com\/en\/eu-anti-greenwashing-directive\/","title":{"rendered":"EU Anti-Greenwashing Directive: VEGANOK ensures clear and compliant communication"},"content":{"rendered":"

Directive 2024\/825 has understandably attracted considerable attention among companies operating in the vegan sector. In recent weeks, Osservatorio VEGANOK<\/strong> has received the same question repeatedly from partner companies: under the new European rules on greenwashing, can the claims used until now still be used?<\/p>\n

It is a legitimate concern. Directive (EU) 2024\/825, which must be transposed into Italian law by 27 March 2026 and will apply from 27 September 2026, significantly changes the rules around environmental communication by businesses. Public discussion in the media has also created a fair amount of confusion.<\/p>\n

So let us look at what the new legislation actually says.<\/p>\n

What the new legislation is really about<\/h2>\n

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Directive 2024\/825, also known as the Empowering Consumers Directive, amends the Italian Consumer Code by introducing new prohibitions and new definitions. Its focus is very clear: misleading environmental claims, meaning any verbal, visual or symbolic communication<\/strong> through which a company suggests that it has a positive, neutral or reduced impact on the environment.<\/p>\n

This is a legislative response to a widespread problem. For years, the market has been filled with labels covered in flowers and slogans such as \u201clove the planet\u201d, applied to products whose environmental sustainability had never been measured, let alone demonstrated. The law is now drawing a line under that practice.<\/p>\n

Key dates to keep in mind<\/h2>\n

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The Directive is already in force at European level. Italy must transpose it into national law by 27 March 2026, and the new provisions will apply from 27 September 2026. Companies therefore still have a few months to review their communications, but time is limited, and updating marketing materials, websites, packaging, catalogues and campaigns requires proper planning.<\/p>\n

The definitions that matter most<\/h2>\n

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The legislation introduces several definitions into the Italian Consumer Code that were previously missing. The most important is that of an environmental claim: any message, including one expressed only through graphics or symbols, that suggests a positive, neutral or reduced impact on the environment<\/strong>. There does not need to be an explicit statement. Even packaging decorated with flowers and natural-looking colours, without supporting data or precise references, may already amount to an implicit environmental claim.<\/p>\n

Equally important is the distinction between a specific environmental claim and a generic environmental claim<\/strong>. A specific claim refers to a precise and measurable aspect of production. A generic claim is vague, uncontextualised and unverifiable. Generic claims are prohibited. Specific claims are allowed, provided they are backed by real data and clearly stated methodologies.<\/p>\n

Prohibited practices: some concrete examples<\/h2>\n

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The legislation explicitly lists commercial practices that are considered misleading in all cases. Among the most relevant for the food sector are the following:<\/p>\n