Vague environmental marketing claims become illegal in Germany starting September 27, 2026.
Terms like “eco-friendly” and “climate neutral” now require proof. Companies that violate the new rules on vague environmental marketing claims can face fines of up to 4% of annual turnover.
Why is Germany cracking down on greenwashing now?
Environmental marketing claims have become common on groceries, clothing, and electronics. Much of this environmental marketing was never independently verified.
The European Commission found many environmental claims across the EU market vague or misleading. Many “sustainability” seals had no outside audit behind them.
The EU adopted the EmpCo Directive (Directive (EU) 2024/825) to address these vague and misleading environmental claims.
Germany had to transpose the EmpCo Directive into national law by March 27, 2026. Germany did this through amendments to the Act Against Unfair Competition (UWG). The UWG is Germany’s core fair competition law.
What environmental claims are now banned in Germany?
Several types of environmental marketing now face new restrictions. The main categories are:
- Generic terms like “environmentally friendly” or “green” without a recognized certification
- “Climate neutral” claims based only on carbon offsets, not real emission cuts
- Future promises like “net zero by 2035” without a monitored implementation plan
- “Made from recycled material” claims when only the packaging is recycled
- Self-created sustainability seals with no independent certification behind them
Who enforces this greenwashing ban and what are the penalties?
The new rules on vague environmental marketing claims amend the UWG. Enforcement of these UWG provisions runs through the same channels as other unfair competition claims.
Consumer groups, business associations, and competitors can issue warning notices (Abmahnungen) when companies make unsubstantiated environmental claims.
Fines for violations of greenwashing marketing can reach up to 4% of annual turnover. This is meant to make greenwashing costly.
The new rules cover claims in catalogs and on websites, not just packaging and advertisements.
What shoppers should do about vague green claims?
Shoppers can take three steps to navigate the new rules on vague environmental marketing claims:
- Look for recognized certifications over vague wording, like the EU Ecolabel or Blue Angel
- Check how a company backs up any “climate neutral” claim, since offsets alone no longer count
- Report unsubstantiated environmental claims to your regional consumer protection organization (Verbraucherzentrale)
