Selling into Europe? Less than a Year to Achieve Green Claim Compliance with EU Green Transition Directive

The European Union's new Green Transition Directive will come into effect from 27 September 2026, less than a year away!

The previous more onerous Green Claim Directive has been withdrawn for now, and the Green Transition Directive takes its place. The Green Transition Directive also aims to improve transparency and accountability in the sustainability claims made by business. As global awareness around environmental issues grows, these standards will fundamentally change how companies express their commitment to sustainability. This blog post will discuss the effects of these standards on business, examine the risks of greenwashing, and highlight the value of a high profile Green Tick® Sustainability Certification.

The Need for Green Claim Standards

As consumers become more environmentally aware and more exposed to the impacts of dangerous climate change, they increasingly seek sustainable products. For instance, a recent study by Nielsen revealed that 66% of global consumers are willing to pay more for sustainable brands. Unfortunately, this surge in interest has led to a troubling trend: greenwashing. This occurs when companies exaggerate or falsely represent their environmental efforts to draw in customers.

The EU green claim standards aim to tackle this issue head-on by establishing clear guidelines for businesses on how to make sustainability claims. By offering a structured framework, these standards will help ensure that consumers can confidently trust the claims made by companies.

Key Features of the EU Green Transition Directive

The Green Transition Directive has five key features:

1. Certainty: To ensure a high level of consumer and environmental protection, so consumers can make informed purchasing decisions and thus contribute to more sustainable consumption patterns.

   
   

2. Specifics: Introduces specific prohibitions regarding environmental claims, including regarding climate neutrality and net zero, or “eco-friendly” statements, unless substantiated with evidence. It also contains specific rules in relation to sustainability labels, their recognition by certification schemes, and third-party monitoring of future environmental performance claims.

   
   

3. Transparency: Companies will be required to provide clear and accessible information regarding the environmental impact of their products. This includes specifics about sourcing, production processes, and end-of-life disposal.

   
   

4. Standardisation: The standards will create a consistent approach to sustainability claims across the EU. This uniformity will simplify comparisons for consumers, allowing them to make informed purchasing decisions by ensuring that green claims and green credentials are reliable.

   
   

5. Consumer Education: The EU will focus on educating consumers about sustainability claims. This will help them understand what to look for when evaluating different products.

Green Tick® Certification is a powerful green credential brand that complies with all the legal requirements of the EU Green Transition Directive.

Requirements on Business

To turn the new standards into a competitive advantage and ensure compliance, businesses will need to:

• Assess their current practices: Companies should evaluate their supply chains and production processes to locate areas for improvement. For example, a manufacturer that currently sources materials from non-sustainable suppliers may need to seek greener options.

  
  

• Invest in sustainability: This could involve using sustainable materials, reducing waste, or adopting energy-efficient practices. Statistics show that businesses that prioritize sustainability often experience 10-15% cost savings over time due to decreased waste and energy consumption.

  
  

• Achieve independent certification: Consumer surveys consistently show that above all, consumers trust independent, third-party certification for the verification of a company's sustainability claims and the proof of compliance with legal standards.

  
  

The Importance of Sustainability Certification

Companies can maximise the competitive opportunity presented by the EU green claim standards by partnering with a proven sustainability certifier. Green Tick® Certification was first introduced to global markets by a presentation to the European Roundtable on Sustainable Production and Consumption in Antwerp in October 2005, and has had an impeccable integrity record since. By winning Green Tick® Certification, companies can showcase their commitment to environmental responsibility, enhance their credibility, and capture a competitive edge in the marketplace.

Green Tick® Certification has also been proven to help companies identify areas that require improvement. Collaboration with Green Tick® Certification Limited gives companies access to the latest knowledge on best practices and strategies to reduce their environmental footprint. For instance, a company that adopts a life-cycle assessment approach can analyse and improve its product’s sustainability from production to disposal, reaping the efficiency and cost reduction gains often possible with an independent observer on site.

Challenges Ahead

As the EU green claim standards present promising opportunities, they also bring challenges. Manufacturers may struggle to adapt to new requirements, especially those that have not prioritised sustainability in the past. For example, small to medium-sized enterprises might find the verification process time-consuming and resource-intensive.

However, it’s essential to recognize that the long-term benefits of compliance include increased consumer trust and loyalty, which are expected to outweigh initial hurdles. Green Tick® Certification has been designed to be accessible to small and large businesses alike.

The Future of Sustainability in Manufacturing

With the EU Green Transition standards on the horizon, manufacturers need to prepare for the upcoming changes. Embracing sustainability has evolved from being just a trend to becoming a core aspect of business strategy. We believe that sustainability is actually about efficiency, following Nature's economy where there is no such thing as a waste product, everything is recycled.

By aligning with the Green Transition standards, manufacturers can enhance their reputation while making a positive contribution to a sustainable future. This shift towards responsible practices will ultimately benefit both the environment and the economy, which is crucial as we face ongoing climate challenges.

A New Era for Sustainability

The EU Green Transition standards set to become operative on 27 September 2026 are a significant step forward for transparency and accountability in sustainability claims. These standards will provide businesses with a structured way to demonstrate their commitment to environmental responsibility while aiding consumers in making informed decisions.

As the focus on sustainability continues to grow, companies must adapt their practices and prioritize genuine efforts over misleading claims. This proactive approach will help them build trust with their customers and contribute to a more sustainable future for everyone.

In summary, implementing the EU Green Transition standards will not only combat greenwashing but also encourage businesses to adopt more sustainable practices. As we approach 2026, focusing on sustainability will intensify, making it essential for companies to provide transparent and legally robust green claims for consumer and authority inspection.

The Green Tick® series of customised, powerful and obvious ecolabels are designed to help businesses take advantage of this major market trend.