New EU Regulation Targets Greenwashing: as of September 27

A new EU regulation, the Empowering Consumers for the Green Transition (ECGT) Directive, takes effect on September 27, 2026. It changes what e-commerce brands, online retailers and marketplaces can say about the environmental performance of their products, services or company when communicating with EU consumers. Generic, unsubstantiated claims such as "green" or "sustainable," offset-based "carbon neutral" labels and unapproved sustainability labels will be banned. Non-compliant claims can be treated as an unfair commercial practice, with penalties of up to 4% of annual turnover. 

For e-commerce companies, every claim across webshops, product pages, packaging, delivery promises, campaigns and checkout needs to be clear, specific and backed by evidence.  

Please review your environmental claims before September 27 and ensure any future-facing commitments are supported by a verifiable plan. 

Need more information? Visit our ESG page: https://landmarkglobal.com/eu/en/sustainability-esg/