IS YOUR BRAND READY FOR EU GREEN TRANSITION DIRECTIVE?
🌱 7 months before the EU anti-greenwashing rules apply: is your brand ready? On 27 September 2026, the Empowering Consumers for the Green Transition Directive (ECGT) becomes enforceable across the EU. From that date, generic terms such as “eco-friendly”, “green” or “biodegradable” will only be permitted if supported by:
✔️ An officially recognised ecolabel
✔️ Or equivalent independent verification 🔎 What should animal health SMEs do in the next months? The ECGT applies to every consumer touchpoint:
- Packaging
- Websites & online retailers
- Social media & influencer content
- Trade materials and in-store communication
Even implicit cues (green imagery, circular arrows, nature symbolism) may be interpreted as environmental claims.
⚠️ A practical example A cat complementary feed marketed as “Natural” because some ingredients are plant-based? Under ECGT, this would likely be considered misleading:
➡️ “Formulated with 80% plant-based ingredients.”
đź’ˇ Take-home message The ECGT will change:
- Which claims survive
- Which products justify certification investment
- How retailers assess brand credibility
Clear, precise and evidence-based communication will become a competitive advantage. Have you already started your claims audit?
