New European Rules on Environmental Claims

Eu Directive 2024/825

Transposition of the EU Directive in Italy

Empowering Consumers for the Green Transition

Legislative Decree 30/2026

Regulatory Evolution

New European Rules on Environmental Claims

Green Claims Directive Proposal

Eu Directive 2024/825

• Key norm to combat greenwashing and make environmental information reliable, so as to allow informed and sustainable purchasing choices

• The Directive PROHIBITS:

• a. Generic Green Claims

• b. Uncertified environmental labels

• c. Misleading information about the product

• d. Misleading environmental advertising

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Transposition of the EU Directive in Italy

• Legislative decree n.30 of 2026, it will apply in September 2026

• Goal:

1. The Modification of Consumer Code
2. New Rules on environmental communication, advertising, labeling -> to increase consumer protection

Green Claims Directive Proposal

It was an important proposal by European Commission ->withdrawn in 2025

Key Principle: Green Claim must be scientifically based, verifiable and comparable

It provided for:

• Uniform criteria, across the EU and common methodology

• Companies must show scientific evidence to use specific claims

• Certification from third independents parties