The European Union tackles greenwashing and planned obsolescence

The European Union has reaffirmed its commitment to promoting more responsible and sustainable consumption with the adoption of Directive 2024/825. The directive’s objective is clear: to empower consumers for the green transition through better protection against unfair practices and through better information.

 This initiative, part of the European Green Deal, specifically targets deceptive practices that hinder sustainable purchasing, including:  

• Greenwashing - misleading environmental claims.  
• Planned obsolescence - deliberately reducing a product's lifespan.  

Member States must incorporate the Directive into their national laws by 27 March 2026, with enforcement beginning on 27 September 2026. While this deadline may seem distant, businesses should begin preparing now for the significant changes this regulation will require.  

1. Regulating environmental claims

Many businesses today use vague terms like "eco-friendly," "sustainable," or "environmentally friendly" to market their products. Often poorly defined, these claims can mislead consumers. To address this, the Directive introduces strict rules for environmental claims to enable consumers to make genuinely sustainable purchasing decisions.  

Key measures include:  

• Prohibiting generic environmental claims without concrete, verifiable evidence.  
• Banning claims about a product’s neutrality, reduction, or positive environmental impact based solely on carbon offsetting.  
• Forbidding broad environmental quality claims that apply to only specific aspects of a product. For instance, it will be illegal to market a product as "made from recycled materials" if this applies solely to the packaging. Similarly, businesses cannot claim exclusive use of renewable energy if certain production sites still rely on fossil fuels.  

However, these rules will not prevent businesses from making comprehensive environmental claims—provided they are accurate, verifiable, and do not exaggerate the product's ecological benefits. For example, a business could highlight its overall reduction in fossil fuel use if this genuinely reflects its activities.

2. Combating planned obsolescence

The Directive also aims to address planned obsolescence by outlawing practices such as:  

• Concealing the negative impacts of updates.  
• Presenting non-essential updates as critical.  
• Making unfounded claims about a product's repairability

For instance, smartphone manufacturers will be required to disclose if a software update reduces battery life. Similarly, products labelled as "repairable" must come with concrete guarantees, such as the availability of spare parts and clear repair instructions. These measures will increase transparency, incentivise businesses to adopt more responsible production practices, and contribute to reducing waste and fostering sustainable consumption.  

3. Moving towards responsible consumption

Directive 2024/825 represents a significant step forward in regulating commercial practices within the European Union. It strengthens efforts to combat greenwashing and planned obsolescence while improving transparency for consumers. This regulation will encourage businesses to prioritise sustainable and responsible practices.  

Moreover, the Directive underscores the value and power of the European legislative framework as a driving force behind ecological transition across Member States. However, it is important to note that EU-level regulations are not directly applicable; Member States, including Belgium, play a vital role in adapting their national legal frameworks to align with European standards.  

Author

Guillaume Schultz, Associate