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Challenges of EU Anti-Greenwashing Regulation. Consequences of Shelving the Green Claims Directive

Summary/Abstract: This study examines the challenges of applying EU anti-greenwashing regulation in light of the shelving of the Green Claims Directive, with particular regard to the fact that the amendments to the Unfair Commercial Practices Directive concerning green claims will enter into force from September 2026. The study reviews the legislative path of the two directives and their relationship to each other. It demonstrates that while the Green Claims Directive would have established a mandatory ex ante verification system for explicit environmental claims and environmental labels, the directive amending the prohibition of unfair commercial practices alone only enables ex post control through new blacklisted practices and definitional requirements for certification schemes of sustainability labels. The study also analyses the specific difficulties arising from the absence of the Green Claims Directive, including the consequences of the failure to introduce an ex ante assessment framework and the legal uncertainty surrounding the compliance of certification systems. In my view, the application of the Unfair Commercial Practices Directive as amended from September 2026 will not be unfeasible, but the absence of the planned ex ante control and more detailed set of requirements constitutes a missing element in the EU's regulation embodying the consumer protection approach serving the green transition.

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