Empowering Consumers Directive
Directive (EU) 2024/825, which amends EU consumer law concerning environmental claims and related practices.
Example
Member States must apply the transposing measures from 27 September 2026.
The catch
It is separate from the proposed Green Claims Directive.
Related terms
Environmental claim, Green Claims Directive, 1.5°C goal, Carbon pricing, Carbon tax, Climate justice
In more depth
Empowering Consumers Directive, explained.
The Empowering Consumers Directive works mainly by adding environmental practices to the EU's list of commercial practices banned in all circumstances, so enforcers no longer need to prove case by case that a consumer was misled. It amends the Unfair Commercial Practices Directive and the Consumer Rights Directive. The evidence behind it includes a European Commission study from 2020, which found that 53% of environmental claims examined were vague, misleading or unfounded, and 40% were unsubstantiated.
A generic environmental claim such as 'eco-friendly' is banned unless the trader can show recognised excellent environmental performance. Sustainability labels need a certification scheme or a public authority behind them. Offsetting can no longer support a claim that a product has a neutral, reduced or positive emissions impact, and a trader cannot present a legal requirement as a special feature of its offer.
Future-looking claims face a separate test. A promise such as reaching net zero by a stated date must rest on clear, verifiable commitments and a detailed, realistic implementation plan that an independent expert checks. Read the directive alongside the general rules on misleading practices, which still apply to any environmental claim it does not name.