Directive (EU) 2024/825, known as the Empowering Consumers for the Green Transition Directive, strengthens EU consumer protection rules against misleading commercial practices. It amends existing EU consumer law to address greenwashing and unclear sustainability communication, including the use of environmental and social claims and sustainability labels on consumer products such as textiles and apparel.
The Directive does not approve or certify products or certification schemes. Instead, it sets conditions under which sustainability claims and labels may be used especially in business-to-consumer communications in the EU.
The Directive applies to business-to-consumer commercial practices in the EU. This means:
If sustainability claims or labels are used in EU-facing marketing, packaging or online communications, these rules are relevant.
Directive (EU) 2024/825 expands on the existing Unfair Commercial Practices Directive (UCPD 2005/29/EC), the list of product characteristics that must not mislead consumers. This includes claims and information related to:
Generic or vague environmental claims such as "eco-friendly" or "sustainable" may be considered misleading unless they are clearly substantiated and explained.
Directive (EU) 2024/825 requires that sustainability labels used in consumer communications are based on credible, transparent and independently monitored schemes. Key requirements include:
OEKO-TEX® certifications and labels are designed to align with these requirements through their governance structure, third-party testing framework and accreditation model. When the labels are used correctly for the products they actually cover, OEKO-TEX® provides ECGT compliant sustainability claims.
A core requirement of the Directive is that sustainability labels are not influenced by commercial interests.
The OEKO-TEX® structure aligns with the Directive’s requirement for objective, third-party monitoring of certifications.
For brands and retailers marketing textile products to EU consumers:
OEKO-TEX® certifications provide independent, third-party verification that brands can rely on when communicating specific product attributes. That is why OEKO-TEX® has strict, long-established rules for the use of its labels and claims, supported by clear labelling and communication guidance. Brands and retailers are responsible for ensuring that claims accurately reflect both the certification scope and the product itself.
Which companies are affected by the Directive (EU) 2024/825?
All companies, if their products are marketed to EU end consumers, directly or via EU retailers, the Directive can apply to the claims and labels used in EU-facing communications.
Does OEKO-TEX® certification make a product compliant with the Directive?
OEKO-TEX® certification can support compliance by providing independent, third-party verification of specific product attributes. Brands remain responsible for ensuring that all claims are accurate and used correctly.
Can OEKO-TEX® labels still be used in EU marketing?
Yes, provided they are used in line with their defined scope and rules. The Directive requires sustainability labels to be credible, transparent and independently monitored.
Are generic claims like "eco-friendly" still allowed?
Generic environmental claims may be considered misleading unless they are clearly substantiated and explained. Using specific, verified claims is lower risk.
Does the Directive cover social claims?
Yes, Directive (EU) 2024/825 also includes requirements to prevent ‘social washing’.
Does the Directive cover durability claims?
If durability is mentioned in connection with an environmental claim e.g. ‘durability saves ressources’, this also falls under the scope of the Directive and has to comply with its requirements.
Is this the same as the Green Claims Directive?
No. Directive (EU) 2024/825 is already adopted and sets baseline consumer protection rules. The Green Claims Directive is a separate proposal that would introduce more detailed requirements for environmental claims.
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