Overview
The Green Claims Directive proposal would have required traders to substantiate explicit environmental claims with scientific evidence and, in many cases, obtain third-party verification before using them.
As of September 2026 the proposal has not been adopted. After the Commission announced an intention to withdraw it in June 2025, trilogue negotiations were cancelled. The file has remained dormant without a clear path to adoption, while also not being formally terminated in all institutional listings.
Fashion brands should not plan on Green Claims Directive verification mechanics becoming law in the near term. Binding green-claims controls are instead advancing through the already-adopted Empowering Consumers for the Green Transition Directive.
Sources: COM(2023) 166; Commission / Council process reporting through mid-2026.
Key requirements
- Proposed (not adopted): ex-ante substantiation of explicit environmental claims.
- Proposed (not adopted): independent verification and communication requirements for claims and labels.
- Current practical baseline: unfair commercial practices rules as amended by the Empowering Consumers Directive.
Who’s affected
If revived and adopted, the directive would have reached traders making explicit environmental claims to EU consumers, including fashion brands and retailers. Until then, companies remain subject to existing consumer-protection and advertising rules.
Timeline
March 2023
Commission publishes COM(2023) 166 proposal.
June 2025
Commission signals intention to withdraw; scheduled trilogue cancelled; process stalls.
2026
Proposal remains on hold / dormant; Empowering Consumers Directive application date approaches (27 September 2026).
How Carbon Trail helps
Compliance Assistance
- Carbon Trail aids fashion brands in navigating the complexities of the EU Green Claims Directive by providing tools for effective data collection and reporting. Our expertise ensures that your sustainability claims are credible and compliant with regulatory standards.
Services for sustainability reporting
- Carbon Accounting: Accurate measurement of carbon emissions across your supply chain.
- Product Life Cycle Assessment (LCA): Life Cycle Assessment to evaluate the environmental impact of products.
- Digital Product Passports: Providing transparency and traceability for consumers.
- Decarbonization Services: Strategies and action plans to reduce your carbon footprint.
Frequently asked questions
Should brands still prepare for Green Claims Directive verification?
Treat the proposal as stalled. Prioritise compliance with the Empowering Consumers Directive and existing unfair commercial practices rules, and monitor whether the Commission reopens or formally withdraws the file.
