In short: From 27 September 2026, Italy applies the rules of Legislative Decree 30/2026, which transposes Directive (EU) 2024/825: generic environmental claims without proven excellent environmental performance, uncertified sustainability labels and claims of climate neutrality based solely on emissions offsetting are banned.
‘Eco-friendly’, ‘green’, ‘zero impact’: words that have filled product pages for years. From 27 September 2026, in Italy, using them without proof becomes an unfair commercial practice. The basis is Directive (EU) 2024/825 on empowering consumers for the green transition (the ECGT Directive), transposed by Legislative Decree No. 30 of 20 February 2026, which amends the Italian Consumer Code (Codice del consumo).
This is a practical guide, not legal advice.
The dates
The directive required Member States to transpose it by 27 March 2026 and to apply its provisions from 27 September 2026. The Italian decree was published in Gazzetta Ufficiale No. 56 of 9 March 2026. The banned practices are added to the list of commercial practices considered unfair in all circumstances.
What is banned
1. Generic environmental claims without proof
You may not make a generic environmental claim if you cannot demonstrate recognised excellent environmental performance relevant to that claim. The directive gives examples: ‘environmentally friendly’, ‘eco-friendly’, ‘green’, ‘nature's friend’, ‘ecological’, ‘climate friendly’, ‘gentle on the environment’, ‘energy efficient’, ‘biodegradable’, ‘biobased’.
A claim is not generic if it is spelt out clearly and visibly in the same medium. The official example: ‘climate friendly packaging’ is generic. ‘100% of the energy used to produce this packaging comes from renewable sources’ is specific (but remains subject to the other rules on misleading practices).
2. Uncertified sustainability labels
You may not display a sustainability label that is not based on a certification scheme or established by public authorities. A badge designed by the brand itself and presented as a certificate does not pass.
3. One aspect presented as the whole product
You may not make an environmental claim about the entire product or the whole business when it concerns only one aspect. A product with recycled packaging is not ‘sustainable’ in general.
4. Climate neutrality through offsetting
You may not claim, on the basis of emissions offsetting, that a product has a neutral, reduced or positive impact on the environment in terms of greenhouse gas emissions. Phrases such as ‘carbon neutral’ or ‘zero emissions’ that rest on buying credits are no longer allowed.
5. Promises about the future without a plan
A claim about future environmental performance (for example ‘neutral by 2035’) is misleading unless it includes clear, objective, publicly available and verifiable commitments, set out in a detailed implementation plan with measurable targets and deadlines, allocated resources and regular verification by an independent third party.
6. Legal requirements presented as a merit
You may not present requirements that the law imposes on every product in that category as a distinctive feature of your offer.
7. Durability and reparability
The same directive also bans, among other things, falsely claiming that a product has a certain durability, presenting it as repairable when it is not, prompting the consumer to replace consumables earlier than necessary, and failing to disclose the negative effects of a software update.
How to rewrite a product page
- List the claims that appear on product pages, banners, emails and social media.
- For each one, ask yourself: is it specific? Do I have proof I can show? Does it cover the whole product or just part of it?
- Replace generic terms with facts: ‘contains 60% certified recycled plastic’ instead of ‘eco-friendly’.
- Cite the certification with its name, the issuing body and the number. Don't use logos without a licence.
- Take references to offsetting out of the main message and describe what you have actually reduced.
- File the evidence (tests, certificates, supplier data sheets) for every claim.
Who enforces it
Unfair commercial practices are penalised by national authorities. In Italy the watchdog is the Autorità garante della concorrenza e del mercato (AGCM), the Italian Competition Authority. For stock already produced or in the warehouse before the new rules, look out for any clarifications from the Authority before deciding what to do.
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Frequently asked questions
When do the new rules on green claims apply?
Directive (EU) 2024/825 requires Member States to apply them from 27 September 2026. Italy transposed it with Legislative Decree No. 30 of 20 February 2026, published in Gazzetta Ufficiale No. 56 of 9 March 2026, which amends the Consumer Code.
Can I call my product ‘ecological’ or ‘green’?
Only if you can demonstrate recognised excellent environmental performance relevant to that claim. Otherwise generic terms such as ‘ecological’, ‘green’, ‘environmentally friendly’ or ‘biodegradable’ are banned. If the claim is spelt out clearly and visibly in the same medium, it is not generic.
Can I say a product is ‘carbon neutral’ thanks to offsetting?
No. Claiming, on the basis of emissions offsetting, that a product has a neutral, reduced or positive impact on the environment in terms of greenhouse gas emissions is banned.
Can I display a sustainability logo I made up myself?
No. Displaying a sustainability label that is not based on a certification scheme or not established by public authorities is banned.
Sources
- Directive (EU) 2024/825 on empowering consumers for the green transition (ECGT), on EUR-Lex (opens in a new window)
- Legislative Decree No. 30 of 20 February 2026, in the Gazzetta Ufficiale (in Italian) (opens in a new window)
- Italian Consumer Code (Legislative Decree 206/2005), on Normattiva (in Italian) (opens in a new window)