Generic claims
“Eco”, “green”, “environmentally friendly” and similar. Without proven, recognised excellent environmental performance they are banned.
Green messaging that holds up to regulators.
Since 27 September 2026, generic environmental claims without proof are banned in the EU. We review your claims, labels and product descriptions and help you fix them before a regulator does.
apply across the EU
Timeline
How the rules changed
Directive 2024/825 changes the rules for environmental claims across the EU. Here are the key dates.
Directive in forceThe EU adopts rules empowering consumers for the green transition.
National lawsDeadline for member states to transpose the directive.
New bans applyGeneric claims without proof, offset-based climate neutrality and uncertified eco-labels count as unfair practices.
What the audit covers
Six areas we check
We review everything you tell customers about the environment: on packaging, in your online store, on marketplaces and in ads.
Climate neutrality
“Climate neutral” claims based on offsetting emissions are no longer allowed.
Labels and logos
Own sustainability labels must be based on a certification scheme or set up by a public authority.
Whole product or part
A claim about the whole product cannot rely on one element only, such as the packaging.
Future targets
Promises such as “net zero by 2030” need an implementation plan and independent verification.
Evidence
Documentation backing every claim, ready for a customer, a marketplace or a regulator.
How we work
From review to safe messaging
Step 1Inventory
We collect claims from packaging, product pages, your website and ads.
Step 2Assessment
We check each claim against the new bans and the evidence available.
Step 3Fixes
We propose safe wording and flag what to remove or document.
Step 4Maintenance
We review new campaigns and products and monitor regulatory changes.
Who it’s for
It applies to anyone who talks green in sales
- Brands and manufacturers. Companies describing products or packaging as eco-friendly.
- Online stores. Product descriptions, “eco” filters and banners are environmental claims too.
- Marketplace sellers. Amazon, Allegro and other platforms increasingly check green claims.
- Marketing teams and agencies. Campaigns, social media and ads follow the same rules.
“Environmentally friendly”Product description
Generic claim“Climate neutral”Offsetting
Remove“50% recycled packaging”Product page
DocumentedOwn eco-labelLabel
Not certifiedSample data. It shows how we assess individual claims.
Start with a review
Check your green claims
Send us a link to your store or describe the claims you use. We’ll reply within one business day with an audit proposal and a quote.
info@otoneso.com+48 459 596 793
FAQ
Greenwashing questions
What is greenwashing?
Misleading consumers about the environmental impact of a product or company, for example with vague claims without proof or confusing labels.
What changed on 27 September 2026?
National rules transposing Directive (EU) 2024/825 started to apply. Generic environmental claims without proof, offset-based climate neutrality claims and uncertified sustainability labels are now unfair commercial practices.
Can I still say my product is eco-friendly?
Yes, if you state the specific benefit and can prove it, for example “packaging made from 100% recycled paper”. A bare “eco” without justification is risky.
What are the penalties?
Penalties are set nationally. In Poland, the consumer authority (UOKiK) can fine up to 10% of turnover for practices harming collective consumer interests. There is also the risk of consumer claims and blocked marketplace listings.
How long does an audit take?
It depends on the number of products and sales channels. We give you a timeline and a quote after a free consultation.