The words “eco”, “green”, “environmentally friendly” are everywhere these days: on bottles, in webshops, in advertisements. However, it is becoming increasingly difficult to decide what is real environmental awareness and what is just good-sounding marketing. The European Union has now clearly said: enough of the obfuscation. The Empowering Consumers for the Green Transition directive has been born, with the aim of enabling consumers to make decisions based on real, verifiable information and not fall victim to greenwashing.
The new regulation fundamentally changes what a brand can claim about its product. In the future, it will not be enough to simply say that a product is “eco” or “green”. Such general, unsubstantiated claims will be explicitly banned. The same applies to sustainability labels that are not backed by credible, independent certification, or cases where a product or company only partially meets an environmental criterion but still communicates its entire operation as green. Vague comparisons and misleading “better for the planet” type promises will also be banned.
What is the "greenwashing" law about?
The directive states that all environmental claims must be specific, measurable and verifiable. If a brand claims to be environmentally friendly, it must be backed up with data, certifications and a transparent methodology. It is not enough to have pretty packaging or a green logo. Consumers have the right to know exactly what a promise means: what it covers, how it was measured and what it is better than.
This change not only means new responsibilities for brands, but also a major step forward for consumers. Until now, consumers have often paid the “green” premium without receiving any real information. However, from 2026 the picture will be clearer: there will be less misinformation and it will be easier to distinguish between truly sustainable solutions and marketing gimmicks.
At Cycle , we don't see this as a threat, but as an affirmation. We won't start "looking green" until 2026. We are already developing and communicating our products in a way that doesn't require obfuscation, explanation, or fancy words. Non-toxic ingredients, real function, transparent communication. We believe that purity is not a marketing ploy, but a principle.
The new EU regulation will apply from September 27, 2026, but its message is already clear: the era of greenwashing is coming to an end. The future belongs to brands that work not with promises, but with evidence. And we are preparing for exactly this future.
