New EU rules to empower consumers for the green transition enter into force

Today, new EU rules to empower consumers for the green transition enter into force. This means that before buying a product, consumers will receive better and more harmonised information on its durability and reparability. Consumers will also be better informed about their legal guarantee rights. In addition, vague environmental claims will be forbidden, meaning that companies will no longer be able to declare that they are ‘green’ or ‘environmentally friendly’ if they cannot demonstrate that they are. It will also be forbidden to display unreliable voluntary sustainability logos. In addition, unfair commercial practices linked to early obsolescence will be prohibited, such as false claims about the sustainability of an asset. 

Vera Jourová, Vice-President for Values and Transparency, said

'Empowering consumers for the green transition means giving European citizens the tools to make informed choices and preventing practices such as greenwashing and early obsolescence from being used in the single market.'

Didier Reynders, Commissioner for Justice, added

'Thanks to these new rules, consumers will now receive answers to questions, such as "Is the product I want to buy really sustainable?" "Can I choose a product designed to last?" "Is the environmental claim on the product reliable?" It is excellent news for every consumer to participate in the green transition.'

EU countries are required to transpose the Directive into their national law by 27 March 2026. The rules will apply from 27 September 2026. 
 
More information on consumer empowerment for the green transition is available online.