Generic environmental claims
Can you still say “eco-friendly”, “green” or “sustainable” in 2026?
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.
Updated 8 August 2026
Short answer
From 27 September 2026, a generic environmental claim made to consumers can be prohibited if the trader cannot demonstrate recognised excellent environmental performance relevant to that claim. A claim that is clearly and prominently specified on the same medium may fall outside the “generic” category, but it still has to be accurate, properly scoped and substantiated.
Move from broad praise to a verifiable fact
Directive (EU) 2024/825 targets broad positive environmental messages that are not immediately explained. Expressions such as “environmentally friendly”, “green”, “ecological”, “climate friendly”, “biodegradable” and “biobased” may be treated as generic depending on how they are presented.
For marketing teams, the practical test is straightforward: does the statement identify the environmental benefit, the part of the product it applies to, the metric and the relevant period? A specific factual statement is easier to understand, verify and defend.
Stronger: “Packaging contains 82% recycled fibre.” Weaker: “Eco-friendly packaging” with no prominent explanation.
If you sell in France, national rules already matter today
French consumer law already prohibits misleading commercial practices, including misleading information about environmental impact or the scope of a company’s environmental commitments.
France also has specific product and packaging rules. As of this update, terms such as “biodegradable” and the French equivalent of “environmentally friendly” are prohibited on products or packaging under Article L.541-9-1 of the Environmental Code. France is still working through the parliamentary process for transposing Directive 2024/825.
What counts as “recognised excellent environmental performance”?
The new rule is not satisfied by any internal study or self-created badge. The performance has to be recognised in a relevant framework, for example through the EU Ecolabel, certain officially recognised Type I ecolabelling schemes or another applicable EU legal standard defining best environmental performance.
The recognition must also match the claim. Excellent energy performance does not automatically justify a broad statement about biodegradability, circularity or overall sustainability.
“Sustainable” and “responsible” can imply more than environmental performance
These terms can carry social, ethical and environmental meanings at the same time. Evidence on one narrow environmental indicator may therefore be too limited for the broader impression created by the wording.
Where the evidence is narrow, the safer communication choice is often to narrow the claim as well.
Pre-publication checklist
- Is the claim a specific environmental fact or a broad quality statement?
- Is the explanation clear and prominent on the same medium?
- Is the scope explicit: component, packaging, product, range or company?
- Does the evidence support the exact wording used?
- Is the evidence current, measurable and traceable?
- Do France-specific or sector-specific rules apply?