From September 27, 2026, the EU Empowering Consumers for the Green Transition Directive bans unverified generic environmental claims across EU product listings, packaging and marketing. Terms like "eco-friendly", "sustainable", "natural" and "green" will require third-party certified substantiation. Without it, the claim must be removed from every EU-facing channel.

The directive targets terms that convey environmental benefit without substantiation. "Eco-friendly", "sustainable", "natural", "green", "environmentally friendly" and similar claims are in scope. What the directive does not restrict is factual, substantiated performance statements — claims based on specific, verifiable evidence from an approved third-party certification scheme remain permitted. The critical test is whether the claim can be backed by documented, externally verified evidence. If it cannot, the claim falls foul of the directive regardless of how commonly that language appears on products in the category.

EU member states are issuing enforcement guidance now, which means the regulatory environment is becoming active ahead of the September 27 date. Brands selling on Amazon DE, Amazon NL or any other EU marketplace should treat the audit as urgent. Marketplace operators are expected to respond to enforcement action by removing non-compliant listings, creating platform-level risk on top of any direct regulatory exposure. The September date is not a grace period — it is the application date, and enforcement starts from day one.

For US brands, the scope of what needs auditing is wider than it might first appear. EU-facing product listings, packaging copy, brand.com pages targeting EU consumers, email marketing to EU subscribers and social media content directed at EU audiences all fall within scope. Brands that built their identity around sustainability messaging will need to decide whether to obtain third-party certification to substantiate those claims or to restructure their marketing around factual performance statements that don't require certification.

• Directive applies from 27 September 2026 — enforcement active from that date, not after a grace period
• In-scope claims include: eco-friendly, sustainable, natural, green, environmentally friendly
• Factual substantiated performance claims with verifiable evidence remain permitted
• Audit scope: EU marketplace listings, packaging, brand website EU pages, email, social content
• Member state enforcement guidance being issued now — marketplace removal risk active before September

Expandly's onboarding includes product listing and copy review against EU regulatory requirements, covering compliance obligations before a brand goes live in any EU market.