Vague green claims become illegal on 27th September: what it means for baby brands

New EU rules make vague environmental claims illegal from 27th September, and this lands harder on our category than almost any other. The words plastered across nappies, wipes, skincare, clothing and toys, 'non-toxic', 'natural', 'organic', 'eco', and any self-made sustainability badge, now need independent proof or they come off the pack. Fines can reach up to 4% of turnover.

It is worth being precise about what this is, because a well-informed buyer might test you on it. The rule that lands on 27th September is the EU's Empowering Consumers for the Green Transition Directive, not the Green Claims Directive, which was withdrawn in 2025. The effect for you is the same either way: a claim with no evidence behind it is now a liability, not a selling point.

This is good news if you are doing the real work, because it clears out the brands trading on soft claims and rewards the ones that can prove it. Say 'sustainable', then show the evidence. Start by listing every environmental claim on your packaging and website and writing the proof beside each one. A Digital Product Passport is fast becoming the cleanest way to carry that proof, and being early to it is quietly becoming a competitive edge.

FREQUENTLY ASKED QUESTIONS

What changes on 27th September 2026?

New EU rules make vague environmental claims illegal. Unproven terms such as 'eco', 'natural' and 'non-toxic', and self-made sustainability labels, must have independent evidence behind them or be removed.

Is this the Green Claims Directive?

No. The Green Claims Directive was withdrawn in 2025. The rule taking effect is the Empowering Consumers for the Green Transition Directive. The practical effect is the same: claims need proof.

What are the penalties for unproven green claims?

Fines can reach up to 4% of annual turnover, with enforcement varying by EU member state.

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