New Restrictions on Green Claims
Words like “green,” “environmentally friendly,” “eco,” and “ecological” have long been favorites of marketers and packaging designers. The time when unverified green claims could be printed on packaging officially came to an end on September 27. Amendments to the Consumer Protection Act set strict boundaries for the use of environmental and sustainability claims in both advertising and product packaging.
The goal of the legislative amendment is to put an end to misleading consumers, or so-called greenwashing. For manufacturers and merchants, however, this means an immediate need to critically review their existing packaging designs, labels, and marketing materials.
What Exactly Changed?
Under the new rules, using general, unsubstantiated, or misleading environmental claims is prohibited. The legislature requires that any claim related to environmental protection or improvement must be clear, accurate, and verifiable by a third party.
Main restrictions cover three areas:
- Generic green claims: Expressions such as “environmentally friendly choice,” “green product,” “nature-saving,” or “climate neutral” are prohibited without a precise and verifiable explanation. If a packaging claims a product is environmentally friendly, this must be substantiated throughout the product’s entire lifecycle.
- Self-made sustainability labels: Many companies have created their own icons and badges over the years (e.g., a leaf symbol with text “100% Eco” or “Saves Nature”). Such unauthorized labels are now prohibited unless they are based on an official certification scheme or independent third-party verification.
- Unsubstantiated future promises: Claims like “climate neutral by 2030” or “soon 100% recyclable” are prohibited if the company lacks a public, detailed, independently verifiable, and measurable action plan.
Who Is Affected and What Are the Risks?
The amendment directly affects all manufacturers, importers, and merchants who sell products to consumers and use environmental messages on packaging or in advertising.
Using false, unsubstantiated, or misleading claims is now classified as a misleading commercial practice. The Consumer Protection and Technical Regulatory Authority (TTJA) has the right to issue compliance notices, demand the removal of products from sale, or issue fines. In addition to the financial risk, a company’s reputation is at stake—accusations of greenwashing can damage brand credibility for years.
How to Bring Your Packaging and Advertising into Compliance?
The legislative change does not mean that environmental sustainability cannot be communicated at all. What has changed is how it must be communicated.
1. Audit existing packaging and marketing materials
Review all your products and their packaging. Identify all texts, icons, badges, and visual symbols that refer to environmental sustainability.
2. Replace vagueness with concrete facts
Abandon generic promises and replace them with precise, measurable facts.
- Wrong: “Environmentally friendly cardboard packaging”
- Right: “Packaging contains 80% recycled cardboard”
- Wrong: “Nature-friendly choice”
- Right: “Packaging is 100% recyclable as paper waste”
3. Remove self-made labels and use certified markings
If you have a self-designed “green badge” on your packaging, remove it. Use official, internationally recognized certification schemes instead. If you use FSC- or PEFC-certified material, you are permitted to place the corresponding official label along with the license number on the packaging.
How Ecoprint Can Help?
Updating packaging and adapting to legislative changes does not have to be a complicated or confusing process. As a packaging partner, we help ensure that your product packaging complies with both current laws and technical manufacturing requirements.
- Certified materials: We use officially certified materials (FSC) in our production, which give you the right to use correct and compliant labeling on your packaging.
- Material and structural optimization: We help reduce excessive material consumption and empty space in packaging, complying with both the Consumer Protection Act and the upcoming EU Packaging and Packaging Waste Regulation (PPWR).
- Product development and execution: We review your technical drawings and print files to prevent non-compliant claims or badges from going to print.
Summary and Next Steps
The changes that entered into force on September 27 require accuracy and transparency from marketers and manufacturers. Vague and unsubstantiated wording must be replaced with real facts, and self-made labels with official certificates.
If you want to ensure that your product packaging meets the new requirements while remaining visually appealing and sustainable, get in touch with us.
Contact Ecoprint and let’s review your packaging solutions together