ECGT and green claims: what does this mean for your business?
With the introduction of the Empowering Consumers for the Green Transition (ECGT), the role of sustainability claims is shifting fundamentally. Where such claims used to be primarily a marketing tool, they are now becoming a compliance responsibility.
Tine De Meyere
What is ECGT?
ECGT refers to European legislation on environmental and sustainability claims. The aim of this legislation is to better protect consumers against misleading or insufficiently substantiated environmental claims. Companies will from now on need to be able to clearly demonstrate what claims such as "sustainable", "environmentally friendly" or "CO₂-neutral" are based on.
The core of the legislation is clear: every claim must be demonstrable. This means that companies must have the underlying data and supporting evidence to back up the claim. In addition, the wording must be correct and specific, and communication must be consistent across all channels.
A claim on a label must therefore correspond with what is communicated on the website and in marketing materials. Inconsistencies significantly increase the risk of non-compliance.
Why is ECGT changing sustainability claims?
Many sustainability claims today are too general or insufficiently proven. With ECGT, Europe aims to create more transparency and combat greenwashing. Companies will only be allowed to use claims that are scientifically substantiated, verifiable and clearly communicated.
What does ECGT mean for your business?
Companies must be able to defend their claims during an inspection or audit. This requires a structured approach, whereby claims are not used ad hoc, but are systematically assessed and documented.
This shift has a direct impact on internal operations. Marketing, quality and regulatory teams need to work more closely together and agree clear rules on the use of claims.
For many organisations, this represents a fundamental shift: claims are no longer purely a marketing choice, but a shared responsibility.
Good preparation starts with a thorough review of all existing sustainability claims. Companies would do well to:
- map out current claims
- gather supporting documentation
- have claims reviewed legally and scientifically
- ensure marketing and quality departments work together
- set up internal processes for approving claims
This way, you avoid risks and increase the reliability of your communication.
Which claims must companies be able to prove?
Every environmental or sustainability claim must be substantiated. Think, for example, of claims such as:
- "100% recyclable"
- "climate neutral"
- "sustainably produced"
- "environmentally friendly"
- "packaging with low CO₂ emissions"
Implicit claims, logos, symbols or green visuals may also fall under this.
What are the risks of incorrect claims?
Incorrect or insufficiently substantiated claims can lead to:
- reputational damage
- complaints from consumers or competitors
- inspections by authorities
- mandatory changes to packaging and marketing materials
- financial penalties
In addition, greenwashing can seriously damage the trust of customers and partners.
What documentation do you need?
To substantiate sustainability claims, various documentation may be required, such as:
- LCA studies (Life Cycle Assessment)
- certificates and audits
- test results
- supplier declarations
- scientific studies
- calculations relating to CO₂ emissions or recycling
The documentation must be up to date, verifiable and relevant to the specific claim.
When does ECGT come into force?
European legislation on sustainability claims is being introduced step by step. Member states will need to transpose the directives into national legislation within a set period. Companies would do well to start preparing now, so that future claims meet the stricter requirements.
Which sustainability claims are prohibited?
General or vague claims without evidence will no longer be permitted. Examples include:
- "green"
- "ecological"
- "sustainable"
- "environmentally friendly"
Claims based on offsetting without transparency or substantiation may also be prohibited. The focus is on clear, specific and verifiable communication.
What are the penalties for non-compliance?
The exact sanctions differ per member state, but companies risk, among other things:
- administrative fines
- mandatory corrections to communications
- temporary sales bans
- reputational damage
For serious or repeated infringements, the financial consequences can rise considerably.
How can AMNorman help?
Want to be certain that your claims will hold up under inspection?
AMNorman's labelling specialists support you with verification, substantiation and dossier building for your product claims.
Thanks to expertise in legislation, labelling and quality management, our consultants help organisations communicate compliantly and transparently. This way, you limit risks and strengthen the trust of consumers and partners.
