Banned generic green claims, and how to fix them

The rule in one sentence

You may not make a generic environmental claim unless you can demonstrate recognised excellent environmental performance relevant to that claim. Generic means the claim asserts an environmental benefit in broad terms without saying which aspect of the product it refers to or backing it with evidence. That is the test Verda applies when it scans your product copy, and it is the test to keep in mind while you rewrite.

For the full context of the directive, who it covers, and the second duty it introduces, see our guide to the Empowering Consumers Directive.

Which claims are restricted

Generic environmental claims (banned)

Words that assert broad environmental virtue with no named, provable basis: "eco-friendly", "environmentally friendly", "planet-friendly", "earth-friendly", "eco-conscious", "climate friendly", "green product", "green choice", "planet positive", and "low carbon". These are banned unless you hold recognised proof of excellent performance, such as the EU Ecolabel.

Offset-based climate neutrality (banned)

Claims that a product is "climate neutral", "carbon neutral", "CO2 neutral", "net zero", "zero carbon", "climate positive", or "carbon negative" when they rely on offsetting emissions outside the value chain. These are banned outright, because the neutrality comes from paying for reductions elsewhere, not from the product.

Vague sustainability claims (restricted)

"Sustainable", "sustainably made", "100% sustainable", and similar. Allowed only when specific and independently substantiated. As a bare word it is treated as a claim to review, since honest, detailed sustainability claims remain fine.

Unqualified degradability and purity claims (restricted)

"Biodegradable", "compostable", "fully recyclable", "100% recyclable", "plastic-free", "non-toxic", "chemical-free", and "all natural". Allowed only if specific, accurate, and substantiated, for example certified home-compostable to a named standard. Without the qualifier they mislead.

Future and aspirational claims (restricted)

"Net zero by 2030", "carbon neutral by 2035", "fully circular", and other forward-looking claims. Allowed only with a published implementation plan, time-bound targets, and independent verification. State it as an internal goal otherwise, without implying it is already achieved.

Before and after: rewriting a claim

The fix is almost always the same move: swap a broad badge for one named aspect plus the evidence behind it. Here are worked examples.

Three habits that keep you clear

• Name the aspect. Say what part of the product the claim is about: the material, the packaging, one process. Never let a claim float over the whole product with no anchor.
• Show the evidence. Reference a certificate, a standard, or a measured figure. If you cannot point to proof, you cannot make the claim.
• Cut the neutrality language. Drop "neutral", "net zero", and "offset" from product copy. State real reductions you made yourself instead.

Let Verda find them for you

Reading a whole catalog by hand is slow and easy to get wrong. Verda scans your product titles and descriptions, flags every restricted term with the reason and a suggested rewrite, and tracks your progress with a live readiness score. It reads your catalog only and never changes your copy for you, so you stay in control of the wording. Once you have cleared the claims, it also handles the second duty by adding the legal guarantee of conformity notice to your product page.

Frequently asked questions

Is the word sustainable actually banned?

Not outright. A blanket sustainability claim is only allowed if it is specific and independently substantiated. On its own it reads as a banned generic claim, so treat a bare use of sustainable as something to rewrite or evidence, not a safe default.

Why are carbon-neutral claims singled out?

Because they usually rest on buying offsets outside the product's value chain. The directive bans climate-neutral and carbon-neutral product claims based on offsetting, since they imply an environmental benefit the product itself does not deliver.

Can I still make any green claim at all?

Yes. Specific, accurate, substantiated claims about a named aspect remain allowed. The rule targets vague, unprovable wording, not honest detail backed by evidence.

Do I have to remove claims from old products too?

The duty applies to what an EU consumer can see when they consider a purchase, so it covers your whole live catalog, not just new listings. Any product page reachable by an EU shopper is in scope.