The problem
What is greenwashing?
Definition
Short answer
Greenwashing is presenting a product, service or company as more environmentally friendly or socially responsible than it actually is, through vague, misleading or unfounded claims, imagery or labels.
The scale is documented. When the European Commission screened environmental claims, more than half turned out vague, misleading or unfounded. Around 230 sustainability labels circulated in the EU, many with little or no verification behind them. Consumers could no longer tell signal from noise. That is the problem the EmpCo Directive attacks.
Seven common types, with examples
| Type | Example | Status from 27 September 2026 |
|---|---|---|
| Vague wording | "Eco-friendly", "green", "climate friendly" with no explanation. | Blacklisted without recognised excellent environmental performance. |
| Offset-based neutrality | "Climate neutral flight" backed by tree planting. | Blacklisted for products. |
| Invented labels | A self-designed green badge that looks like a certification. | Blacklisted unless based on a real certification scheme or set by public authorities. |
| Part-for-whole claims | "Made with recycled material" when only the packaging is recycled. | Blacklisted when the claim covers the whole product but only part qualifies. |
| Legal minimum as achievement | Advertising the absence of a substance the law already bans for everyone. | Blacklisted when the requirement applies to all products in the category. |
| Irrelevant benefits | "Gluten-free" bottled water. "Plastic-free" paper sheets. | Misleading, case by case. Both examples come from the directive itself. |
| Empty future promises | "Net zero by 2030" with no plan, budget or verification. | Misleading unless backed by a verified, public implementation plan. |
Why companies do it, and why it stops paying
Green sells. Shoppers consistently say they prefer sustainable products and often pay more for them. For years the cheapest way to capture that premium was words, not engineering. Weak enforcement made it a rational bet.
The bet flips in September 2026. Blacklisted practices need no proof of consumer harm. Authorities can act on the practice alone. Fines for widespread infringements reach at least 4% of turnover. And reputational risk cuts deeper now: a public greenwashing finding undoes years of brand building.
Key takeaways
- Greenwashing is a legal risk category now, not just a PR term.
- The riskiest habits are exactly the most common ones: vague words, offsets, self-made badges.
- Honest, specific, provable claims remain fully legal and become more valuable as vague competitors go quiet.
- If a claim cannot survive the question 'how do you know?', drop it or fix it.
The rules apply from 27 September 2026
That includes products already on the shelf. Check your claims, labels and product pages now, not after enforcement starts.
Frequently asked questions
What is greenwashing in simple terms?
Greenwashing is making a product or company look more environmentally friendly than it really is. It ranges from vague feel-good words like 'eco-friendly' to invented green badges and carbon neutral claims built on cheap offsets. The impression sells, the substance is missing.
Is greenwashing illegal in the EU?
Misleading green marketing already breaches the Unfair Commercial Practices Directive today. From 27 September 2026 the EmpCo Directive goes further and blacklists specific practices outright: generic claims without proof, offset-based product claims and non-certified sustainability labels.
How common is greenwashing?
Very. A Commission screening of green online claims found over half were vague, misleading or unfounded, and a large share of green labels came with weak or absent verification. That evidence is a key reason the EmpCo Directive exists.
What are common types of greenwashing?
Vague wording, hidden trade-offs, claims about a small part presented as the whole product, self-invented labels, offset-based neutrality claims, irrelevant benefits like gluten-free water, and future promises with no plan behind them.
Who enforces greenwashing rules in the EU?
National consumer protection authorities and courts enforce the UCPD and the new EmpCo rules. For cross-border, widespread infringements they cooperate through the Consumer Protection Cooperation Network, where fines can reach at least 4% of annual turnover in the member states concerned.
