The EU's Empowering Consumers for the Green Transition (ECGT) Directive (formally Directive (EU) 2024/825) came into force on the 27th September this year.
For nutraceutical companies, where "clean", "natural" and "planet-friendly" tend to be marketing staples, the rules are a prompt to audit every consumer-facing sustainability claim, or risk a hefty consequence.
What is the ECGT Directive?
The ECGT Directive amends the Unfair Commercial Practices Directive and the Consumer Rights Directive. It does this to curb greenwashing by enforcing strict rules on environmental marketing.1
It applies to any organisation making business-to-consumer claims in the EU, regardless of where it is headquartered. A US or an Asian ingredient brand selling supplements to EU shoppers is therefore in scope.
What is now banned?
Four changes matter most for the sector:
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