Empowering Consumers for the Green Transition Directive
16 june 2026
Use the ECGT Directive to build stronger sustainability communications
In the last decade of sustainability, consumers claims have increasingly been faced with claims by corporates and organizations on being green, eco-friendly, sustainable, or better for the planet. The Empowering Consumers for the Green Transition (ECGT) Directive which will go into effect on 27 September 2026 is meant to prohibit unsubstantiated claims and provide more guidance on product durability, repair options, and product lifespan. This might sound daunting – another regulation – but we believe this can offer an opportunity to simplify your sustainability message and build a stronger and more unique foundation for your communications. In this blog we’ll show you how.
How did the ECGT get established?
A 2020 European Commission assessment of environmental claims found that 53.3% of claims contained vague, misleading, or unfounded information, while 40% lacked supporting evidence. In response, the EU introduced the Empowering Consumers for the Green Transition (ECGT) Directive. Enforcement of the directive will be done through national laws in EU Member State and their consumer protection agencies, such as ACM in the Netherlands. The ECGT will bring sustainability in a new phase, where incorporating sustainability in marketing efforts will require more careful selection of claims.
Who is the ECGT for?
If your business communicates with consumers, chances are the ECGT applies to you. Think of communications done via packaging, websites, advertisements, product labels, and through climate commitments. Whether you sell food, cosmetics, clothing, electronics, or household products, every sustainability-related statement in your consumer-facing communications may needs reviewing
Get ready for the ECGT by reviewing your claims
1. General Sustainability Claims
The ECGT takes direct aim at broad environmental statements that lack supporting evidence. Vague terms may no longer be acceptable unless they can be backed up with recognized proof. Such as:
- Eco-friendly
- Green
- Sustainable
- Responsible
- Climate-smart
- Environmentally friendly
It becomes increasingly important to make sustainability more specific but also keep it understandable for consumers. This next phase of sustainability requires you to be specific on their sustainability issues such as carbon emissions being reduced or contribution to circularity. This also requires you to be more selective, choose your communications where your belief you make the most unique or substantiated difference.
2. Sustainability Labels
Many brands have developed their own environmental badges, logos, and seals over the years. As they are currently 200+ third-party sustainability labels, some without any verification, it becomes quite confusing for consumers. Labels that suggest sustainability performance under the ECGT must be supported by credible certification systems and independent verification. For businesses, this means taking a fresh look at every logo, certification, and claim appearing on-pack or online. Take the opportunity in being more mindful in the labels you work with and explaining their benefits towards you consumers and how they are verified.
3. Climate Neutrality Claims
Claims such as “carbon neutral” or “climate positive” have expanded rapidly over the years. Many are based on ambitions for the future. Under the ECGT claims that rely primarily on carbon offsetting rather than actual emissions reductions no longer suffice. Consumers should be able to understand the difference between reducing emissions and compensating for them. For your company the transparency around climate strategies will become increasingly important, such as by establishing explanatory webpages explaining your climate transition plans.
Go beyond compliance
The directive officially becomes enforceable on 27 September 2026, and there is no transition period. That means businesses should already be reviewing their claims, certifications, packaging, websites, and climate communications. The companies that benefit most from the ECGT will be those that use it as an opportunity to strengthen consumer trust and differentiate themselves through credible sustainability communications.
At The Terrace we have years of experience to support businesses translate sustainability performance into claims that are clear, compliant, and compelling. We offer can always support you on a quick claim scan or develop the right way of substantiation for your claims.
