Directive on greenwashing and misleading commercial practices: new rules in force from September

The key date to note is 27 September 2026, when the provisions of the new legislation on voluntary environmental communication will come into effect in Italy. The legislation in question is Directive (EU) 2024/825, which has two main objectives: to strengthen consumer protection by combating greenwashing and to establish more transparent criteria for environmental claims, ensuring they are clear to consumers. On 9 March, the implementing decree (Legislative Decree No. 30 of 20 February 2026) was published in the Gazzetta Ufficiale, formally introducing the new European provisions on voluntary environmental communications and claims into Italian law.

What are the key points of the new Legislative Decree? Let’s take a closer look.
First, generic environmental claims are no longer permitted. Self-declared sustainability labels are also prohibited; the only labels allowed are Type I ecolabels in accordance with EN ISO 14024. It is now prohibited to omit information about features that limit a product’s durability, as well as to prompt unnecessary software updates. Explicit claims regarding CO2 emissions are also prohibited, except under specific conditions, as are environmental claims referring to requirements already mandated by EU law. Another important point is that environmental claims may not be exaggerated: claims must be substantiated, specific and evidence-based. Traders are also required to provide clear information, prior to purchase, on the availability of spare parts and repair and maintenance instructions.

Evidence and verifiable data are now required

As ever, CONAI is ready to assist businesses in understanding the new provisions governing voluntary environmental declarations. The Consortium will update its Green Claims – Environmental Labelling of Packaging guidelines to incorporate the content of the legislative decree, which already serves as a useful reference document. For further information, users can submit enquiries via the “Contact Us” form on the CONAI website by selecting “packaging labelling”. CONAI encourages all companies to review the new legislation and assess its implications, particularly in relation to the environmental communications used to present products or packaging – from label information and website content through to all voluntary environmental claims used in commercial communications. As CONAI points out, the aim of the legislation is not to restrict environmental communication, but to improve its transparency and reliability. Companies may continue to highlight their products’ environmental credentials, provided that every claim is supported by verifiable evidence and data.

The AGCM will oversee compliance

A closer reading of the legislative text shows that Directive (EU) 2024/825 has been transposed into Italian law, through Legislative Decree 30/2026, largely verbatim. The few differences identified concern minor lexical variations – for example, the use of “sustainability label” rather than “mark”, a choice that aligns the Italian version more closely with the original English text of the Directive. The new provisions introduce key definitions, requirements and prohibitions already set out in Directive 825, now implemented through amendments to the Consumer Code (Legislative Decree 206/2005). In Italy, responsibility for monitoring unfair commercial practices lies with the AGCM (Italian Competition and Market Authority), which may act under its own initiative or in response to complaints, with the power to issue injunctions and impose penalties.