Green claims

How can you tell if the environmental claims on products are true?

When you're buying a product, it can be difficult to know if the environmental claims made about it are genuine. From 27 September 2026, marketing claims about a product’s environmental impact must be supported by evidence.

This is designed to:

• Help build trust in environmental claims
• Give you more confidence when comparing the impact of different products on the environment
• Help you make more sustainable buying choices
• Reduce "greenwashing"

What are environmental claims?

Environmental claims are statements, images, labels or symbols that suggest that a product has a positive – or at least less harmful – impact on the environment. Examples include:

• "Eco-friendly"
• "Green"
• "Carbon neutral"
• "Sustainable"
• "100% recyclable"

What is greenwashing?

Greenwashing is the act of making a misleading claim about a product’s environmental impact or benefits.

What do the rules on environmental claims mean when you go shopping?

When you are buying a product in-store or online, your contract is with the seller. If a product has an environmental claim, the seller must make sure that it is accurate and not misleading. This applies whether the claim appears on the product’s packaging from the manufacturer or whether the seller includes the claim in any advertising, on its website or on any shelf information. You can read what to do if you think a claim is misleading below.

What environmental claims are prohibited?

Generic environmental claims without evidence

A generic environmental claim is a broad claim about environmental performance. Examples include:

• "Eco-friendly"
• "Green"
• "Environmentally friendly"

A product with a generic environmental claim cannot be offered for sale unless there is evidence that the product has achieved recognised excellent environmental performance, for instance by meeting EU or national certification standards.

Unverified sustainability labels

If a product carries a logo that indicates it is good for the environment, the logo must come from a public authority or an independent certification scheme.

Irrelevant claims

A product cannot be offered for sale with an environmental claim that is irrelevant or does not apply directly to that product. Examples include:

• A brand of bottled water with a claim that it is "gluten free" – water never contains gluten
• A brand of 100% paper plates with the claim “contains no plastic” – a 100% paper product does not contain any other materials, no matter the brand

Claims that legally required features are distinctive

If a product feature is required by law – such as meeting minimum safety standards – that feature cannot be used as a selling point for a particular model or brand of the product. This applies, for instance, to electrical appliances.

Claims about environmental impact based only on carbon offsetting

Claims that a product has a neutral, reduced or positive impact on the environment cannot be based only on an offset of emissions. They can only be made if the manufacturer is taking clear steps to reduce emissions in its operations.

Overly broad environmental claims

A product cannot be sold or advertised with a broad environmental claim that appears to apply to an entire product if the claim really only concerns one part of it.

Misleading or false claims about a product’s durability or repairability

Sellers must not:

• Make false claims about how long a product will last under normal use
• Present a product as repairable (being easy and/or affordable to repair) when it is not
• Claim that a software update is necessary when it only enhances certain features
• Hide information about any features that limit how a product works, such as lower quality parts or mandatory software updates that slow down performance
• Encourage consumers to replace consumables, for example filters, batteries or ink cartridges, sooner than they need to
• Falsely claim that using independent spare parts will damage a product or reduce its performance

Unverified claims about a future impact on the environment

A product cannot be advertised or sold with a claim that it will be "net zero" or "carbon neutral" by a future date unless the claim can be backed up with:

• Clear and publicly available commitments from the manufacturer
• A realistic action plan
• Targets that can be measured
• Progress that is verified by an independent body

Can you expect to get any additional information before buying a product?

Information on how easily a product can be repaired

Manufacturers do not have to offer repairs or spare parts for all products. But if a product can be readily repaired and the manufacturer has confirmed this to the seller, you must either see the product’s repairability score (if available) or get the following information from the seller before you buy the product:

• Availability and estimated cost of spare parts
• How to order spare parts
• Availability of repair or maintenance instructions
• Any restrictions on repair

Getting this information before you buy something can help you consider a product’s long-term cost and lifespan. This complements the ‘right to repair’ rules that apply to certain consumer products.

Greener delivery options

If you’re shopping online, a seller must give you information about environmentally friendly delivery options, if available.

What should you do if you think an environmental claim is misleading?

An environmental claim that is false or misleading or missing important information may encourage you to make a purchase you would not make otherwise.

If you are concerned that a product has a misleading environmental claim, keep copies of any ads, packaging or product descriptions. It is open to you to bring your concerns to the seller and ask for any supporting documentation. The seller should have this information from the manufacturer.

If, after talking with the seller, you are still concerned that a product’s environmental claims are not accurate or supported by evidence, you can report the issue to the CCPC. Under the Consumer Protection Act, 2007, the CCPC has powers to investigate and take action against false or misleading claims, which may include seeking written undertakings from the seller, issuing compliance notices or seeking a prohibition order.

Learn more about the EU Empowering Consumers Directive (EmpCo)

For more details on the rules on environmental claims, you can read Directive (EU) 2024/825 on Empowering Consumers for the Green Transition and SI 124/2026 - European Union (Empowering Consumers for the Green Transition) Regulations 2026, which gives effect to the Directive in Ireland.