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On 20 June 2025, the European Commission announced its intention to withdraw the proposed Green Claims Directive—just days before final negotiations were set to begin between the European Parliament and the Council.
Originally introduced in March 2023 as part of the European Green Deal, the directive aimed to accelerate the green transition by ensuring that companies’ environmental claims were documented, verified, and credible across the EU.
The decision to withdraw appears to have been driven by political pressure and increased criticism from, among others, the European People’s Party. In a letter dated June 18, 2025, to the Commissioner for Environment, Water Resilience and a Competitive Circular Economy, Jessika Roswall, the party raised concerns about the directive’s complexity and the administrative burdens it would impose on businesses. The announcement comes at a time when reducing administrative burdens is a key objective for the EU, which aims to streamline its legislative framework for sustainability.
As of now, the European Commission has not issued a formal justification for the withdrawal. However, the immediate implication is that, for the time being, companies will not be subject to the anticipated increase in compliance burdens under the Green Claims Directive, such as the ex-ante verification for voluntary environmental claims made by businesses to market their products.
Although the Green Claims Directive has been withdrawn from the EU’s legislative agenda, this does not alter the existing framework for consumer protection against greenwashing. Notably, the prohibition of misleading environmental claims under the Unfair Commercial Practices Directive (UCPD) (EU) 2005/29 remains fully applicable. As recently amended, the UCPD provides a legal basis for enforcement and litigation against companies that fail to substantiate their environmental claims.
Furthermore, the Empowering Consumers Directive (EU) 2024/825 – amending both the Consumer Rights Directive and the UCPD – will come into effect on 27 September 2026. This directive, also referred to as the Green Transition Directive, will reinforce the anti-greenwashing consumer protection framework under the UCPD, and will introduce specific prohibitions regarding environmental claims, unless substantiated with evidence. The Empowering Consumers Directive has already been implemented in Danish Law through an amendment to the Marketing Practices Act, which will take effect the same date.
Companies seeking guidance on compliance with the rules on greenwashing can refer to the Danish Consumer Ombudsman’s guidelines, as well as the European Commission’s guidance.
Nevertheless, the Commission’s withdrawal of the Green Claims Directive highlights a broader challenge in the EU: how to strike a balance between protecting consumers and promoting sustainability, without imposing unnecessary administrative and economic burdens on businesses. It remains to be seen whether similar legislation might return in a revised form in the future.
Green marketing regulations are significant for many of our clients, and we will continue to monitor developments closely. Should you have any questions regarding the current regulatory framework, you are welcome to contact the individuals listed on this page.