Is the EU Green Claims Directive the end of greenwashing?

Is the EU Green Claims Directive the end of greenwashing?

A few years ago, we wrote about the growing trend of greenwashing – a term coined back in the 1980s to describe when companies make themselves appear more environmentally responsible than they really are.

It’s a practice that has been a real issue in the fashion industry, where vague claims like “eco-friendly” or “sustainable range” are often used to mislead rather than inform. In fact, according to the EU, over half of green claims give vague, misleading or unfounded information, with 40% of claims having no supporting evidence whatsoever.

From fast fashion giants launching heavily promoted “green” collections, to PR-friendly stunts that distract from harmful manufacturing practices, greenwashing has allowed many companies to cash in on consumer demand for sustainability – without making any meaningful change.

But now, the tide is finally turning. The EU Green Claims Directive aims to put a stop to companies claiming to be greener than they actually are, and this is how it will do it.

Understanding the directive

Greenwashing has become a serious concern in today’s marketplace, especially in fashion, where brands are under growing pressure to demonstrate environmental responsibility. In response, the European Union is introducing the Green Claims Directive – a legislative move aimed at cleaning up the way companies promote their sustainability credentials.

This directive is part of a broader EU strategy to empower consumers and support the green transition. It proposes that any business making environmental claims about its products must substantiate them using recognised scientific evidence and ensure these claims are clear, specific and verifiable.

In short: no more vague marketing buzzwords or unproven eco-friendly promises.

What qualifies as a green claim?

A “green claim” refers to any voluntary message used in commercial communication that suggests a product, service, or brand has a positive impact on the environment or is less damaging than alternatives. This could include:

• Claims that packaging is biodegradable or compostable
• Statements around reduced carbon footprints
• Labelling that suggests a garment is “sustainably made” or “eco-friendly”.

 

Under the directive, businesses will be required to back these claims with detailed life-cycle analyses or similar evidence, often verified by independent third parties. Brands that fail to comply may face penalties, including fines or being banned from making green claims altogether.

How this affects the apparel industry

The fashion industry is no stranger to scrutiny when it comes to sustainability. Fast fashion, in particular, has long been criticised for overproduction, waste and murky supply chains. But even sustainable brands must now ensure that any green claim – whether it’s about recycled fabrics, ethical sourcing or carbon neutrality – meets the EU’s stricter standards.

This isn’t just a regulatory hurdle; it’s a chance to build trust. Consumers are becoming more conscious of their choices, and brands that can clearly and credibly communicate their sustainability story will stand out in a crowded market.

Embracing transparency and traceability

One of the biggest shifts prompted by the Green Claims Directive will be the need for full transparency. Brands must know – and show – where their materials come from, how they’re processed, and what happens to them at the end of their life cycle.

At immago, we’re already helping fashion brands achieve this. From QR code-enabled labels that track garment history to recyclable packaging that clearly states its environmental benefits, we offer tools that help you communicate honestly and effectively.

What happens next?

The EU Green Claims Directive is expected to be fully implemented by February 2026, giving businesses time to review their practices and bring their environmental claims in line with the new requirements.

Non-compliance won’t go unnoticed. Companies that fail to meet the directive’s standards could face penalties, including fines, especially if claims are found to be misleading or unverifiable.

For businesses across the EU – and those selling into the EU – this means it’s time to get serious about sustainability. Claims will need to be backed by clear, credible evidence, and vague buzzwords won’t cut it anymore.

Turning regulation into opportunity

This directive isn’t about punishing businesses – it’s about raising the bar. And those who embrace it now will be ahead of the curve. By investing in traceable materials, adopting eco-certifications, and ensuring your branding accurately reflects your environmental commitments, you can comply with the new rules and gain a competitive edge.

As legislation tightens and consumers become more discerning, sustainability must be more than a marketing angle – it has to be woven into the fabric of your brand.

Ready to strengthen your sustainability claims?

At immago, we understand the complexities of sustainable branding. Whether it’s environmentally conscious packaging, accurate garment labelling, or smart tools that communicate your values, we’re here to help you build a brand that’s ready for the future.

Let’s work together to make sure your sustainability claims not only meet regulatory requirements but resonate with your customers too. If your business is ready to move beyond the buzzwords and start building a sustainability story that holds up under scrutiny, we’re here to help.

Explore our sustainable branding solutions here or contact us to learn more. Our friendly and professional team is happy to help.