What is happening to the Green Claims Directive?

In March 2023, the European Commission presented a proposal for a directive on environmental claims, Green Claims. The proposal complements the Empowering Consumers Directive by, among other things, introducing more specific rules on eco-labelling, in addition to a general ban on misleading marketing.

In June 2025, the proposal was withdrawn and has been paused after negotiations failed. However, the fact that the directive has not been put in place does not mean that it is free to use vague or misleading environmental claims. This is regulated in the Empowering Consumers for the Green Transition (ECGT Directive), which will be incorporated into Swedish legislation.

The Nordic Swan Ecolabel is following developments and is working to ensure that a new proposal for Green Claims is presented.