At a time when “being green” goes beyond a nice label on packaging and is a real value for consumers, European regulation continues to take steps to prevent greenwashing. The Directive (EU) 2024/825 strengthens consumer rights and requires greater transparency from companies making environmental claims. This change is already affecting Spain and presents both challenges and opportunities for brands and the communication agencies that advise them.
What does Directive (EU) 2024/825 establish, and when does it enter into force?
Directive (EU) 2024/825, better known as the EU Directive on Empowering Consumers for the Green Transition (or “ECGT”), was published in the Official Journal of the EU on 6 March 2024, although the deadline for its adoption by the Member States falls in March of this year. Its obligations are therefore expected to start applying no later than 27th September 2026.
This directive aims to empower consumers in the so-called “green transition” by providing better protection against unfair commercial practices and ensuring more reliable and understandable information. The regulation introduces a number of prohibitions and requirements that have a significant impact on corporate communications:
1. Generic environmental claims are prohibited: Expressions such as “environmentally friendly,” “sustainable,” “eco,” or “natural” are no longer sufficient unless supported by concrete evidence.
2. Carbon offsets under restriction: Claims like “climate neutral” or “net zero” are prohibited if they imply that the product or company has no emissions impact without proper substantiation.
3. Stricter sustainability labels and certifications: Only labels based on official certification systems or those established by public authorities will be allowed.
4. Transparency on durability and reparability: Companies must provide, prior to purchase, information on the product’s expected lifespan, the availability and cost of spare parts, instructions for repair, and the applicable conditions.
5. Software updates: If a digital product receives updates, companies must disclose how many will be provided for free and whether these updates may affect the product in any way.
6. Premature obsolescence and original parts: It is prohibited to conceal limitations on using non-original parts or to unjustifiably force customers to purchase parts from the original manufacturer.
And what about the well-known “Green Claims Directive”?
In mid-2025, the European Commission announced that the Green Claims Directive was to be put on hold, and that they were even considering its withdrawal. If it moves forward, all indications suggest it would likely take the form of a specific regulation complementing Directive 2024/825, setting clear criteria for environmental claims: what can be stated, under what conditions, and with what evidence.
What does all of this mean for corporate communications in 2026?
If greenwashing was already under scrutiny, the ECGT and the Green Claims Directive have placed it even more firmly in the spotlight. Any “vague” messaging can be challenged by regulators or consumers, leading to everything from direct reputational damage to legal claims and penalties if green claims are not properly substantiated.
In fact, in Spain, complaints are already being processed by the Directorate-General for Consumer Affairs and other competent authorities regarding allegedly misleading corporate communications, particularly claims that are not transparent about biofuels and sustainability, under consumer protection and advertising regulations.
However, the new regulations also bring clear opportunities. For companies, they represent a chance to position themselves as credible, transparent, and responsible brands. Communicating rigorously—with objective data, transparency, and verification—undoubtedly helps enhance credibility with clients and other stakeholders. Furthermore, going beyond the current obligations of the ECGT and anticipating the requirements of the future Green Claims Directive can support greater competitive differentiation. For communication agencies, this is a pivotal moment to provide real strategic value by helping companies define truthful green messaging that complies with regulations and builds trust.
Lead the Change and Drive Positive, Tangible Impact
Ultimately, this is not just about legal compliance: it is a call to embed sustainability as part of your brand’s DNA and to communicate with rigour in order to build lasting relationships with customers who increasingly demand transparency and authenticity.
At Canela, we can help you turn this transition into a real opportunity for positive impact. Shall we get started?
Angy Morales is Account Director, ESG Specialist & B Corp Multiplier
