What happened
The European Commission has formally withdrawn the proposed Green Claims Directive, according to its 2027 work programme. The withdrawal was reported on 4 November 2026.
The planned law was intended to address environmental claims made about products and services. It would have set minimum rules for how businesses substantiate, communicate and verify voluntary claims. Companies would have needed scientific support for such statements, alongside independent verification.
The proposal also addressed private environmental labelling schemes. Under the draft, labels would have needed to meet requirements on reliability, transparency, independent assessment and periodic review. New schemes would have faced further conditions.
Why it matters
Companies assessing EU-facing product marketing will not face the Green Claims Directive in its proposed form. The withdrawal removes a planned framework for evidence and third-party checking of voluntary environmental statements.
For businesses in Türkiye monitoring EU sustainability requirements, the decision changes the outlook for this specific proposal. It does not alter the separate Directive on Empowering Consumers for the Green Transition, which has entered into force and also concerns misleading sustainability marketing.
Background
The Commission presented the proposal in March 2023. It cited findings that many environmental claims in the EU were either unclear or unsupported.
Work on the file effectively stopped in June 2025 after two trilogue meetings involving the Commission, Parliament and Council. Major political opposition had raised concerns about the potential compliance burden for smaller businesses.
What's next
The Commission said the Council had not agreed a negotiating mandate in June 2024. Efforts by the Council presidency to restart discussions in 2025 did not succeed, and the Commission concluded that support in the Council was unlikely within a reasonable period.
