The End of Empty "Eco" Claims — and Labels That Catch Drug Counterfeiters

01 · Law and Labeling

Green claims on cosmetics face stricter scrutiny [1]

From September 27, 2026, the Empowering Consumers for the Green Transition directive — the EU's response to greenwashing — comes into force across member states. The reason is concrete: the European Commission calculated that as many as 53% of existing "green" claims on products were vague or entirely unsubstantiated. For cosmetics brands, this marks the end of an era of vague, unsupported terms like "eco-friendly" or "environmentally friendly" — from now on, every such claim will have to be backed by demonstrated, genuine environmental performance.

Importantly, the new rules aren't limited to the label on the packaging. They cover the entire ecosystem of consumer communication — packaging, leaflets, advertisements, and online stores. Sustainability claims will need to rest on recognized certification or confirmation from a public authority, rather than a manufacturer's own internal declaration. For marketing departments and packaging designers, this is a signal to revisit their briefs now — because what passed as an "eco-claim" until recently may become legally risky from the end of September onward.