For years, green leaves, words like ‘natural’ or ‘eco’ and invented labels were a quick way to give a product a sustainable image. From 27 September 2026, that is no longer possible. The new rules cover all consumer communication, but packaging is the first place to consider, because it stays on shelves for months.
What the new legislation says
Directive (EU) 2024/825 ‘empowering consumers for the green transition’ was implemented in Italy by Legislative Decree No 30 of 20 February 2026, which amends the Consumer Code. The rules apply from 27 September 2026 and add several practices to the list of those always considered misleading. The separate ‘Green Claims’ directive proposal has been on hold since June 2025.
What is no longer allowed
- generic environmental claims such as ‘eco-friendly’ or ‘green’ without proof;
- sustainability labels not based on a certification scheme or established by public authorities;
- climate-neutral claims based solely on offsetting emissions;
- claims about the whole product when they concern only part of it;
- presenting a legal requirement that applies to everyone as a distinctive merit.
Communicating sustainability is still possible, but only through specific, true and documented statements. Turning a generic message into one that is both correct and effective is a balancing act between marketing, data and regulation.
What remains mandatory
The ban on generic claims does not remove existing obligations: in Italy, packaging must carry environmental labelling. The Packaging and Packaging Waste Regulation (EU) 2025/40 (PPWR), applicable from 12 August 2026, will introduce harmonised labels across Europe in the coming years.
Why existing packaging deserves a review
Many packs in production today were designed before the new rules. Wording, symbols and labels need to be assessed against the law, together with the evidence behind them, involving marketing, quality and suppliers. Acting in an orderly way avoids urgent reprints and disputes.
The designer’s role
A compliant claim does not have to be less effective. Drawing on our experience in food packaging design and pharmaceutical packaging design, we help companies communicate sustainability credibly and compliantly, and we take care of reviewing their packs. For an overview of materials, see sustainable packaging: materials and solutions.
Frequently asked questions
When does the ban on generic environmental claims start?
From 27 September 2026, under Legislative Decree No 30 of 20 February 2026, implementing Directive (EU) 2024/825.
Can you still say packaging is recyclable?
Yes, if the statement is true, specific and documented for that pack.
Are FSC or PEFC labels still allowed?
Yes: they are based on certification schemes and must be used according to the rules of the scheme.
Do the new rules apply to packs already on the market?
The rules apply to commercial practices from their date of application. It is wise to review existing packaging early with people who know the regulations.
Sources
Would you like to review the claims on your packaging?