“Eco-friendly.” “Conscious.” “Green.” For years, fashion marketing has leaned on words that sound good but say very little. That has now changed in the European Union. Since 27 September 2026, new rules have applied that limit vague environmental claims. Here is a plain-English guide to what greenwashing in fashion is, what the EU’s rules say and what they mean for designers and brands.
This article is general information, not legal advice. If you sell in the EU and are unsure about your claims, speak to a lawyer.
What is greenwashing?
Greenwashing is when a company makes its products, or itself, seem better for the environment than they really are. In fashion, it can look like:
- calling a product “sustainable” or “eco-friendly” without explaining why
- highlighting one recycled component while staying silent about the rest of the garment
- using green colours, leaves or nature imagery to imply environmental benefits
- making claims about future targets, such as carbon neutrality, without a credible plan
- using labels or badges that no independent body has checked
Greenwashing isn’t always deliberate. Sometimes it comes from enthusiasm or a lack of information. Either way, it misleads customers and makes life harder for brands doing the real work.
The EU rules: Directive (EU) 2024/825
The rules come from Directive (EU) 2024/825, known as the Empowering Consumers for the Green Transition (ECGT) Directive. It amends two existing EU consumer laws, the Unfair Commercial Practices Directive and the Consumer Rights Directive. EU countries had to turn it into national law by 27 March 2026, and the new rules have applied since 27 September 2026, according to the European Commission.
It applies to business-to-consumer marketing, so it covers how products are presented to shoppers: labels, hang tags, websites, social media and advertising.
What the rules ban
Generic environmental claims
The directive bans generic environmental claims unless a trader can show “recognised excellent environmental performance” relevant to the claim. Its examples of generic claims include “environmentally friendly”, “eco-friendly”, “green”, “ecological”, “climate friendly” and “biodegradable”. The directive also says broad terms such as “conscious”, “sustainable” or “responsible” should not be justified by environmental performance alone, because they suggest social qualities as well.
A claim is not generic if the specific detail is given clearly and prominently in the same place. The directive’s own example: “climate-friendly packaging” is generic, while saying that 100% of the energy used to produce the packaging comes from renewable sources is a specific claim.
Unverified sustainability labels
Sustainability labels that are not based on an approved certification scheme or set up by public authorities are banned. If you put a badge on a product, it needs to be backed by a recognised scheme.
Whole-product claims based on one part
You can’t make an environmental claim about a whole product, or a whole business, when it only applies to one aspect. A shirt with recycled buttons is not a “recycled shirt”.
Offsetting claims
Claims that a product has a neutral, reduced or positive impact on the climate because of emissions offsetting are also banned.
Does this apply to existing stock?
Yes. The European Commission’s guidance says the rules apply to environmental claims made from 27 September 2026, including on products already made or on shelves before that date. Traders can correct non-compliant claims, for example with stickers or information at the point of sale. Enforcement is handled by national authorities and courts.
What it means for fashion brands
For large brands, the rules mean rewriting a lot of marketing. For small and emerging labels, they are an opportunity. Independent designers often already know exactly where their materials come from and how their clothes are made. Under the new rules, that kind of specific, honest information is what counts.
How to make honest claims
- Be specific. Say what the material is and where it comes from, for example “made from deadstock wool sourced from a mill in Italy”.
- Be accurate about scope. If only the lining is recycled, say so.
- Keep evidence. Hold on to supplier certificates, invoices and test results.
- Use recognised certifications. If you use a label, make sure it comes from a recognised scheme.
- Avoid vague words. Swap “eco” and “green” for facts.
- Talk about practices, not virtues. Small runs, made-to-order, repair services and upcycling are concrete and easy to explain.
Why it matters
Shoppers have become wary of sustainability marketing, and the EU’s rules aim to rebuild trust. For designers who are genuinely careful about materials and production, clear and specific claims are now not just good practice but a way to stand out. For more on this, read our opinion piece on sustainable fashion and small labels.
Sources: EUR-Lex, Directive (EU) 2024/825; European Commission, sustainable consumption and ECGT Q&A; EU Retail Platform.
