Since 27 September 2026, businesses marketing goods and services to EU consumers now face stricter rules on claims such as carbon neutral, climate neutral and carbon positive.
They cannot describe a product as having a neutral, reduced or positive greenhouse gas impact when that claim relies on offsetting emissions outside its value chain.
This does not amount to a universal ban on “carbon neutral.”
However, it significantly changes how environmental achievements can be communicated, reports Ellis Clark (pictured), Head of Marketing at Tunley Environmental.
Businesses selling into the EU should review the evidence behind their claims and how they appear on packaging, websites and advertising.
Which legislation has changed?
The changes come from Directive (EU) 2024/825, known as the Empowering Consumers for the Green Transition Directive.
It amends the Unfair Commercial Practices Directive (2005/29/EC) and the Consumer Rights Directive (2011/83/EU).
Member States were required to incorporate the legislation into national law by 27 March 2026, with the measures applying from 27 September 2026.
The carbon claims restrictions sit within the amended Unfair Commercial Practices Directive, which addresses marketing to consumers.
Three changes are particularly relevant: the prohibition of offset-based product claims, restrictions on generic environmental claims and stronger requirements for future environmental commitments.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Manufacturing Chemist.
Subscribe now Already a subscriber? Sign in here.
