Empowering Consumers Directive (EU 2024/825)

The Empowering Consumers Directive, formally Directive (EU) 2024/825, is the European rule that aims to empower consumers in the green transition by improving their protection against unfair commercial practices and giving them better information. It amends two existing directives (2005/29/EC on unfair commercial practices and 2011/83/EU on consumer rights) to curb greenwashing and premature obsolescence.

Member States had to transpose it by 27 March 2026, and its measures will apply from 27 September 2026. In Spain, transposition is being channelled through the draft Sustainable Consumption Law, which is still going through the legislative process.

What it bans and regulates

The directive introduces a set of practices that become unfair and therefore prohibited:

• Generic environmental claims (for example, "eco-friendly", "green" or "environmentally friendly") when recognised excellent environmental performance cannot be demonstrated.
• Claims of product climate neutrality based solely on emissions offsetting.
• The use of sustainability labels or seals not based on a recognised certification scheme or not established by public authorities.
• Practices linked to premature obsolescence, such as omitting information on lifespan, unnecessary software updates or restrictions on repair with non-original parts.

Labels, claims and future obligations

From 27 September 2026, only sustainability labels established by a public authority or based on a certification scheme meeting the directive's requirements may be used in the EU. The EU Ecolabel is an example of a reliable public label. Claims about future environmental performance will need an implementation plan verified by an independent third party.

Links to other rules

The Empowering Consumers Directive complements the Right to Repair Directive and connects with sustainable product policies such as ecodesign and the Digital Product Passport. It is important to distinguish it from the proposed Green Claims Directive, which was withdrawn in June 2025 and is neither in force nor under negotiation: the Empowering Consumers Directive is EU law and sets the general framework against misleading claims, while the detailed rules on how to substantiate each claim were left undeveloped when the Green Claims proposal was withdrawn.

What it means for your company

Any company that communicates environmental attributes of its products or services should review its messages, labels and warranties before the directive starts to apply. The key is being able to back every claim with solid data. At Manglai we help you measure and document your environmental performance so your communications are truthful and verifiable, starting with the product carbon footprint.