ECGT is coming: from sustainability claim to burden of proof
Sustainability claims have become an important commercial tool in recent years. At the same time, this has led to an increase in vague, exaggerated or hard-to-verify communication. With the introduction of the ECGT Directive (Empowering Consumers for the Green Transition, 2024/825), Europe aims to put a stop to this.
Tine De Meyere
ECGT is coming: from sustainability claim to burden of proof
Sustainability claims have grown into an important commercial tool in recent years. At the same time, this has led to an increase in vague, exaggerated or hard-to-verify communication. With the introduction of the ECGT Directive (Empowering Consumers for the Green Transition, 2024/825), Europe aims to put an end to this.
From 27 September 2026, companies must ensure that all environmental and sustainability claims they communicate to consumers are accurate, specific and substantiated. This obligation applies not only to new products, but also to existing products already on the market.
A shift from marketing to compliance
The ECGT Directive amends the rules on unfair commercial practices and focuses explicitly on how products are presented to the consumer. This means that the focus is not on the composition of the product, but on the communication about it.
Everything you communicate falls within the scope:
- labels and packaging
- websites and e-commerce
- marketing and advertising messages
For many organisations, this represents a fundamental shift: claims are no longer purely a marketing choice, but a compliance responsibility.
What exactly is changing?
The directive puts an end to grey areas and introduces clear prohibitions.
Generic environmental claims such as "environmentally friendly", "eco" or "climate friendly" will no longer be permitted unless they are specific and demonstrable. Only companies that can show that their product performs exceptionally well environmentally will still be able to use such claims.
Sustainability labels will also be regulated more strictly. Labels that are not based on a recognised certification scheme or that have not been established by a public authority will be prohibited. Moreover, assessment is carried out from the perspective of the average consumer, which makes interpretation less predictable.
An even stricter approach applies to climate and CO₂ claims. Claims based on emissions offsetting will be prohibited. Only claims based on the actual impact of a product across its full life cycle may still be eligible, and strict conditions apply there too.
The implications for your organisation
The impact of ECGT extends beyond marketing alone. Quality, regulatory affairs and product development are also directly involved.
Companies that do not anticipate this in good time risk:
- non-compliant communication
- changes under time pressure
- reputational damage from greenwashing
On the other hand, organisations that properly substantiate their claims strengthen their credibility and stand out in the market.
From claim to substantiated dossier
The core of ECGT is clear: every claim must be demonstrable.
This requires:
- underlying data and supporting evidence
- clear and correct wording
- consistent communication across all channels
- a dossier that holds up under inspection or audit
In practice, this means that companies must systematically evaluate their existing claims and adjust them where necessary.
How do you best prepare?
A well-considered approach starts with insight. Companies should first map out their existing claims and labels, assess them against the regulation, and then build up the necessary substantiation.
In addition, alignment between marketing and QA is essential. Without clear internal agreements, inconsistency quickly arises, with an increased risk of non-compliance.
How AMNorman supports you
AMNorman guides companies in food, feed, cosmetics and packaging in translating this regulation into practice.
We support you with:
- screening claims and labels
- assessing them against the ECGT regulation
- building substantiated dossiers
- correctly formulating claims
- embedding this approach into your processes
Our focus is not on theory, but on workable solutions that hold up under inspection.
Looking ahead is essential
Although the September 2026 deadline may still seem to leave room, thorough preparation takes time. Moreover, the principles of this directive are already being applied today within the framework of misleading commercial practices.
Companies that start now avoid last-minute changes and build sustainable, credible communication.
