Sustainability claims must be clear and easy to verify

For whom?

• businesses that sell products or services to consumers
• online shops and retailers
• companies that use sustainability claims in advertising or marketing

What has changed?

Are you an entrepreneur and do you claim that your product, service, or business is sustainable? You are now subject to stricter rules on sustainability claims. The European Union aims to improve the protection of consumers from purchasing products that are less sustainable than the seller claims.

An overview of the key changes:

• You may no longer use vague sustainability claims without a clear explanation. You can only use words such as 'sustainable', 'green' or 'environmentally friendly' if you substantiate exactly what you mean.
• You must always back up sustainability claims with verifiable evidence. You must be able to provide this evidence if a supervisory authority requests it.
• You must not use sustainability claims that are inaccurate or that could mislead consumers about the environmental performance of a product or service.
• You may only use sustainability labels that are reliable and independent. These labels must be recognised by an independent body or government organisation. For example: the EU Ecolabel for products such as electronics and textiles. Unverified private labels are not permitted.
• You must provide complete and clear information about the sustainability of your product. You must not withhold any information that is important to the consumer.

When?

The rules are set out in EU Directive 2024/825 and have been implemented into Dutch legislation.

Since 27 September 2026, stricter rules on sustainability claims apply and supervisory authorities can enforce them.