TL;DR The EU’s Empowering Consumers for the Green Transition (ECGT) Directive comes into force on 27 September 2026 and introduces stricter rules to combat greenwashing. Generic environmental claims such as “sustainable”, “green” and “environmentally friendly” will no longer be acceptable unless backed by clear evidence. Claims based solely on carbon offsetting, such as “carbon neutral”, will also face restrictions.
For printing and packaging companies, this means sustainability messaging must be specific, verifiable and supported by robust data or recognised certifications. Businesses should start auditing packaging copy, validating environmental claims and strengthening evidence trails now to ensure compliance and maintain customer trust.
In short: The era of broad green claims is ending. Packaging businesses will need proof and evidence-based communications to stay compliant and competitive.
WHAT THE ECGT DIRECTIVE MEANS FOR PRINTING AND PACKAGING COMPANIES
The EU’s Empowering Consumers for the Green Transition (ECGT) Directive is coming into force on 27 September 2026, and it introduces, arguably, some of the toughest anti-greenwashing rules Europe has seen. It’s aimed at consumer-facing marketing, but anyone in the packaging sector – designers, printers, brand owners, etc. – will feel the knock-on effect. If you work with packaging for products sold into Europe, now’s the time to start looking closely at the language and claims that are printed on it.
At its core, the ECGT Directive aims to ensure that environmental claims are accurate, verifiable and meaningful. It updates existing consumer protection laws and introduces a range of practices that will automatically be considered misleading. Generic ‘green language’ will come under scrutiny and placing phrases like “sustainable”, “green”, “environmentally friendly” on packaging will no longer be acceptable.
The importance of proof points
This may create challenges for packaging designers and marketers who have traditionally relied on simple environmental messaging to communicate sustainability credentials. Going forward, claims will need to be specific. For example: stating that packaging contains 80% recycled content or is certified by a recognised third-party brings more credibility than describing it as “eco-friendly”.
The legislation will also crack down on climate-related claims. Phrases like “carbon neutral” or “climate neutral”, which rely solely on carbon offsetting, will be prohibited. This is particularly relevant for packaging manufacturers and printers that currently promote products using offset-based carbon neutrality messaging. Companies will instead need to focus on genuine emissions reductions and transparent reporting.
For businesses operating across Europe, the implications extend beyond their own marketing materials. For example: printers are often responsible for producing packaging artwork, labels and promotional materials on behalf of brand owners. As a result, it is likely that they will be asked to provide evidence for claims regarding recyclability, recycled content, renewable materials or carbon impacts. In these instances, having robust data and certification credentials to hand could differentiate business in a competitive sense.
Thorough checks
The good news is that many printing and packaging companies have already invested heavily in sustainability initiatives. The challenge now is making sure those achievements are communicated in a compliant manner. Conducting an audit of all environmental claims, reviewing packaging copy, validating certifications and strengthening evidence trails should be a priority before September 2026.
The ECGT Directive signals a wider shift in how sustainability is marketed across Europe. For the printing and packaging industry, success will be measured by how well green claims can be proven, rather than how many are made. Businesses that embrace transparency and evidence-based communication now will be best positioned to remain compliant, support customers and build trust in a market that’s becoming increasingly regulated.