Words such as “green”, “ecological” and “environmentally friendly” can influence a purchasing decision. From 27 September 2026, businesses in Greece will need to check their environmental claims against new, more specific rules. The change concerns statements on packaging as well as those displayed in online shops or advertisements.

Accuracy is central: what exactly does the claim promise, which part of the product does it concern, and what evidence supports it? Environmental information still has a place in commercial communications, provided the applicable rules are respected. European Commission: sustainable consumption and consumer empowerment.

Which legislation applies in Greece, and from when?

Directive (EU) 2024/825 strengthens protection against misleading environmental practices. Greece transposed it through Part C, Articles 79–90, of Law 5317/2026, Government Gazette A 108 of 10 July 2026, which amends provisions of Law 2251/1994 on consumer protection.

The date requires particular care: Article 106 of Law 5326/2026 inserted paragraph 2a into Article 143 of Law 5317/2026, providing for Part C to apply from 27 September 2026. A separate information duty under Article 3b(1)(h) of Law 2251/1994 is excepted from that commencement provision. For the new greenwashing rules discussed here, the relevant date is therefore 27 September, rather than simply the first law’s publication in July. Law 5326/2026, Government Gazette A 125 of 4 August 2026, Article 106.

When does a generic “green” claim become problematic?

A generic environmental claim without a specific explanation can create an impression of overall environmental superiority. The new rules prohibit such claims where the business cannot demonstrate recognised excellent environmental performance relevant to the claim. A positive measurement of any kind is not enough to support a broad assertion.

Similarly, a limited characteristic must not be presented as applying to the entire product or business. Consider a hypothetical example: a substantiated statement that packaging contains 80% recycled plastic has a specific scope. By itself, it does not establish that the product as a whole is “ecological”. The relevant specification must be clear and prominent on the same medium of communication. Commission: questions and answers on environmental claims.

Which sustainability labels may be used?

Sustainability labels matter because consumers often understand them as the result of verification. Displaying such a label is prohibited where it is neither based on a certification scheme meeting the legal requirements nor established by a public authority.

Private certification requires, among other things, rules and independent monitoring of compliance. A business therefore needs to know who awards the label, under which criteria and for precisely what scope. An attractive emblem featuring leaves does not prove certification. Equally, a scheme is not prohibited merely because it is privately operated. Directive 2024/825: sustainability labels and certification schemes.

The crucial distinction in climate neutrality claims

The new prohibitions cover claims, based on greenhouse gas emissions offsetting, that a product has a neutral, reduced or positive impact on the environment in terms of those emissions. “Product” has the broad meaning used in consumer law, which also includes services.

Purchasing offset credits therefore does not provide a sufficient basis for marketing a product as climate neutral. Accurately describing actual reductions in a product’s emissions, or providing substantiated information that a business funds environmental projects, is a different matter. The message must clearly describe what happened without attributing an outcome to the product that it does not have. Law 5317/2026, Article 89: amendments to prohibited practices.

What must support a promise of future environmental performance?

A promise to achieve an environmental target in the future must rest on clear, objective, publicly available and verifiable commitments. It requires a realistic implementation plan with measurable targets, a timetable and the necessary resources.

Regular verification by an independent third-party expert is also required, with the findings made available to consumers. In practical terms, the business needs to connect its advertised goal to a specific plan and a means of monitoring progress. Directive 2024/825: claims about future environmental performance.

Online shops, packaging and existing stock

A compliance review needs to cover all current commercial presentations: product pages, advertisements, images, packaging and point-of-sale material. Correcting an online shop’s description does not necessarily resolve a problem that remains on the packaging.

For existing stock, the common approach of the Consumer Protection Cooperation network, CPC, emphasises proportionality and an assessment of the circumstances, including timely, good-faith efforts to comply. It does not extend the application date or create a general exemption for all older products. Official information on coordinated sustainable consumption actions.

Corrective measures, such as appropriate relabelling or information at the point of sale, are assessed case by case and according to their effectiveness. There is no automatic requirement to destroy all existing stock, but neither will just any sticker remove a misleading overall impression. Businesses need to document what they corrected and why the solution is adequate. Commission and CPC: clarification concerning existing stock.

Six steps for a business review

The following list offers a practical way to organise compliance:

  1. List the claims: identify text, labels, photographs and environmental messages across every channel.
  2. Define their scope: does the claim concern the product, its packaging, a production process or the entire business?
  3. Collect supporting evidence: gather current certifications, measurements, methodology and supplier information supporting the specific message.
  4. Check the breadth of the promise: identify generic statements, labels lacking an adequate basis and product claims based on offsetting.
  5. Coordinate corrections: update the online shop, advertising material, partners and physical labelling.
  6. Assign responsibility for review: keep dates and versions, and establish a process for updates when the product or its supporting evidence changes.

What can consumers do?

A consumer who believes they were misled can keep the purchase receipt, photographs of the packaging and a dated copy of the advertisement. An initial written request to the business can ask it to explain and substantiate the particular claim, as well as address the problem.

Consumer protection complaints can be submitted through the Ministry of Development’s official complaints platform. The Greek Consumer Ombudsman also provides out-of-court mediation, subject to its jurisdiction and admissibility requirements. The authority recommends contacting the supplier first and does not handle a dispute already pending before a court.

A disputed environmental claim does not automatically entitle the consumer to a refund or compensation. The appropriate request and its outcome depend on the particular practice, the purchase and the facts of the case.

Frequently asked questions

Is every use of the word “green” prohibited?

There is no general ban on all environmental information. Assessment concerns the message, its accuracy, the evidence supporting it and any specific prohibitions that apply.

Is a link to further information sufficient?

It does not automatically correct a misleading initial claim. The commercial message itself must be assessed for clarity, including whether the necessary specification is displayed appropriately.

Can images also convey an environmental claim?

Yes. The assessment also examines the overall presentation. Depending on the context, leaves, symbols or other visual elements can convey an environmental message even without detailed text. European Commission: the green transition and consumers.

This article was prepared with artificial intelligence assistance and cross-checking of the cited official sources. It provides general legal information and does not replace assessment of a specific case. Sources checked: 9 September 2026.