Stop to greenwashing. With the entry into force of Legislative Decree 30/2026, Italy transposes European Directive 2024/825/EU and updates the Consumer Code. The new rules, published in the Official Gazette on March 9, 2026, will apply from September 27, 2026, and aim to tackle misleading environmental communications, so-called generic or unverifiable green claims.
The decree’s goal is to ensure that environmental claims are clear, specific, and supported by verifiable evidence, improving transparency and guiding consumers toward genuinely sustainable products.
What changes in practice
Greenwashing consists of promoting products or services as sustainable without a solid basis. The new rules establish that generic terms such as “green” or “eco-friendly” can no longer be used without detailed information. Environmental claims must also consider aspects such as durability, reparability, and recyclability, and every environmental benefit highlighted must represent the entire product or its life cycle. New limits also apply to future environmental claims: it will no longer be allowed to promise benefits without clear and verifiable plans.
Labels and emissions offsetting
Environmental labels may only be used if based on reliable certifications or recognized by public authorities. In addition, it will no longer be possible to declare a product “carbon neutral” or “zero impact” solely based on emissions offsetting mechanisms.
Impacts for businesses
Companies will need to review their green claims, ensuring they are supported by verifiable data, recognized certifications, or scientific evidence. This requires attention to consistency between communications and operational reality across the entire supply chain.
Timing and penalties
The new provisions will take effect on September 27, 2026. This period allows companies to adapt to the new rules on green claims, reviewing advertising campaigns, packaging, and digital communications now. Violations may result in administrative fines of up to €5 million or 4% of annual turnover. In addition to financial penalties, companies may face inhibitory measures, suspension of advertising campaigns, and significant reputational damage.
