Eight guides built from EU rules, European Commission guidance and relevant French law. Each page explains scope, evidence, the rule and the practical next step.
Updated 8 August 2026
Generic environmental claims
The problem is rarely one word in isolation. It is the overall impression created for consumers, how precisely the claim is scoped and whether the evidence actually supports that impression.
Climate claims
Climate claims are a good example of why brands need to separate current French law from the new EU rule: the two frameworks do not work in exactly the same way.
Circularity
“Recyclable” sounds factual, but the useful questions are practical: what exactly is recyclable, under what conditions and through which collection and treatment system?
End of life
These terms are often grouped together in marketing, but they describe different properties and can trigger very different legal requirements.
Materials
“Biobased” describes where material comes from. It does not, on its own, prove lower environmental impact or a better end-of-life outcome.
Labels and badges
The new rule is not limited to well-known ecolabels. A trust mark, seal or badge created by a brand can itself fall within the definition of a sustainability label.
Future targets
Future ambition is not prohibited. What becomes much harder to defend is a public promise with no credible system connecting today’s position to the stated destination.
Claim scope
Many misleading environmental messages start with a fact that is true. The problem comes when a fact about one component, package or activity is allowed to create a much broader impression.