As of 27 September 2026, a new rule applies throughout the EU: generic, unsubstantiated environmental claims such as “climate neutral,” “eco-friendly,” or “produced green” are prohibited—as are sustainability labels that are not based on an independent certification system or a government-approved scheme. The basis is Directive (EU) 2024/825 on empowering consumers for the ecological transition. It supplements Directive 2005/29/EC on unfair commercial practices; in Germany, it was implemented through the Act Against Unfair Competition (UWG). For you as a buyer, this means: Some of the eco-logos you have seen on clothing so far may no longer be used.
In this context, “green claims” are often mentioned. This refers to the already applicable Directive (EU) 2024/825. The proposal for a separate EU Green Claims Directive is a separate legislative process.
What the Directive specifically changes
Directive (EU) 2024/825 was adopted in February 2024 and had to be transposed into national law by the Member States by 27 March 2026. It has been applied since 27 September 2026—across the EU, regardless of in which country a shop is based. Since then, the following practices, among others, are considered unfair:
- Generic environmental claims without evidence—terms such as “environmentally friendly,” “green,” or “sustainable,” if there is no recognized, verifiable basis for them.
- Climate claims based on offsetting—for example, the claim that a product is “climate neutral” or has reduced climate impacts if this is based on offsetting emissions using carbon credits.
- Sustainability labels without independent certification—labels that are not based on a system audited by an independent body (e.g., accredited according to ISO/IEC 17065) or a government-approved scheme.
- Durability and repairability claims without evidence—for example, unsubstantiated claims about the lifespan of a garment.
What this means for labels on clothing—and what is not affected
Not every label is affected in the same way. The deciding factor is whether a label is based on independent, audited certification or on a brand’s self-declaration:
- Solidly positioned: Certifications such as GOTS and Fairtrade are based on checks by independent certification bodies throughout the supply chain, while OEKO-TEX® STANDARD 100 is based on laboratory testing of the finished product for harmful substances. TENCEL™, on the other hand, is not a label but a fiber brand from the manufacturer Lenzing—it shows where the fiber comes from.
- Some vegan labels are undergoing adjustments: An example from our own practice: The PETA-Approved-Vegan logo is based on a brand’s self-declaration to PETA, not on independent certification according to ISO/IEC 17065. We are therefore switching to alternatives such as The Vegan Society or the V-Label.
- Standards are also evolving: Since version 7.0, GOTS requires that a synthetic fiber content of over 10% comes from recycled rather than newly produced material. With GOTS 8.0, published in March 2026, stricter due diligence requirements for the supply chain are being introduced. “Certified” is therefore not a fixed status but is regularly updated.
What this means for your shopping
- It pays to look at who certifies, rather than just at the logo: Is there an independent certification body behind it, or is it a brand’s self-declaration?
- Brands must be able to provide evidence for every specific environmental claim—this also applies to product descriptions, not just label logos.
- Violations will be prosecuted under existing laws against unfair commercial practices. The sanctions are determined by the Member States.
- For you, little changes when shopping: Established, audited labels such as GOTS, Fairtrade, or OEKO-TEX® were already on the safe side before the deadline.
Frequently Asked Questions
Does the Directive only apply to new collections? No. It affects all environmental claims and labels in advertising, on product pages, and on the clothing itself—regardless of when a product was put on sale.
Is GOTS affected by the Directive? GOTS is an independently audited certification system and is therefore not the target of the ban. Such systems are rather the benchmark against which unsubstantiated claims are measured.
Do I, as a customer, need to do anything? No. The Directive is aimed at companies. What changes for you is that information on labels and in shops must be more reliable.
Where we get this information
The basis for this article is Directive (EU) 2024/825 of the European Parliament and of the Council, as well as the Global Organic Textile Standard in versions 7.0 and 8.0. As a GOTS-certified company, we check our own labels and claims against these requirements—including when switching our vegan label.
Published on 08.09.2026 · last reviewed on 22.10.2026 · Author: Niklas Astor, Founder of GREEN SHIRTS
Sources:
- Directive (EU) 2024/825 of the European Parliament and of the Council of 28 February 2024 on empowering consumers for the ecological transition
- Global Organic Textile Standard (GOTS), Version 7.0 and Version 8.0 (March 2026)
