Stricter Rules Against Greenwashing and Planned Obsolescence Starting in September 2026
September 2026 - Starting September 27, 2026, stricter rules regarding sustainability claims and the lifespan of products will take effect in the European Union. The new law is intended to better protect consumers against greenwashing and practices that cause products to become obsolete more quickly. For businesses, this primarily means providing more transparent information and communicating more cautiously about sustainability.
Sustainability Claims? Make Sure You Can Back Them Up
Do you use terms like “green,” “environmentally friendly,” or “sustainable” in your marketing? From now on, you must be able to demonstrate that these claims are based on recognized environmental performance. Sustainability labels, too, cannot simply be made up: they must be based on a certification system or established by a government.
Claims regarding climate neutrality are being regulated more strictly. For example, you may not market a product as “climate neutral” if that claim is based solely on CO₂ offsetting. Nor may you present a legal requirement as a special sustainable feature of your product.
More Information Before Purchase
If you sell certain goods to consumers, you have additional disclosure obligations. For example, where applicable, you must inform them about the period during which software updates will remain available, the repairability index, the availability of replacement parts, and repair instructions. Commercial sustainability guarantees lasting longer than two years must also be clearly indicated.
The law also addresses practices that artificially shorten the lifespan of products. For example, you may not conceal the fact that a software update negatively affects performance or mislead consumers into believing that an update is necessary. Encouraging the premature replacement of consumables is also prohibited.
What should you do as a business owner?
Before September 27, take a close look at your product information, online store, packaging, and marketing communications. Be sure to check your sustainability claims and labels: from now on, any claims you make about a product’s environmental impact or lifespan must be even better substantiated.
