MediumChecked on every planEU · UK
Vague environmental claims
Can a shop still call its products “eco-friendly” in 2026?
Not as a bare claim. Since 27 September 2026, EU law bans generic claims like “eco-friendly”, “green” or “environmentally friendly” unless you can show recognised excellent environmental performance, and bans “climate neutral” claims based on offsetting. In the UK, the CMA can fine misleading green claims. Say the specific fact instead.
Why it matters
Since 27 September 2026, EU law bans generic claims like “eco-friendly” or “green” unless you can show recognised excellent environmental performance, and bans “climate neutral” claims based on offsetting. In the UK, the CMA can fine misleading green claims directly.
How to fix it
- Replace the broad word with the specific fact: “made with 70% recycled polyester” instead of “eco-friendly”.
- Put the explanation right next to the claim, on the same page.
- Drop “climate neutral” or “CO2 neutral” claims that rely on offsetting.