The EU Green Claims Directive is one of the most significant pieces of consumer protection legislation in a decade. Taking effect in September 2026, it bans generic environmental claims — "eco-friendly," "green," "natural," "carbon-neutral" — unless they're backed by recognised, third-party certifications.
For consumers, this means the labels on products will finally mean something. A product claiming to be "compostable" must be certified by a body like TÜV Austria. A product claiming to be "organic" must hold COSMOS or equivalent certification. Vague claims based on internal assessments or partial data will be prohibited.
The directive also bans claims based solely on carbon offsetting. A product cannot call itself "carbon-neutral" if the claim relies on purchasing credits for projects that may or may not actually sequester carbon. The bar is now direct, verifiable impact.
For retailers, this creates a clear playing field. Companies that have invested in genuine certifications and supply chain transparency will stand out. Companies that relied on marketing language without substance will need to either substantiate their claims or remove them.
Grown. was built around this premise. Every product on the platform is verified against specific, recognised certifications before it's listed. The Green Claims Directive doesn't change what we do — it validates the approach.