EU Directive 2024/825 anti-greenwashing rules apply Sept 27, 2026 — no grandfathering confirmed

EU Directive 2024/825 (Empowering Consumers for the Green Transition) applies in all member states from September 27, 2026. Generic environmental claims — 'eco-friendly,' 'biodegradable,' 'green,' 'natural,' 'carbon-neutral' — are prohibited unless substantiated by recognised independent certification or quantified scientific evidence; voluntary sustainability labels not based on approved schemes are also banned. An alliance of 18 European business associations including NATRUE has lobbied for a grandfathering clause covering existing stock; as of May 2026 the Commission has not confirmed one. Brands face three options: relabel, withdraw from EU, or accept non-compliance risk — SMEs in natural/organic cosmetics bear disproportionate cost.