NATRUE backs EU anti-greenwashing rules 

GERMANY – NATRUE, the International Natural and Organic Cosmetics Association, has publicly welcomed the European Union’s Empowering Consumers for the Green Transition (ECGT) Directive, describing it as a decisive step against greenwashing and a boost to consumer trust in sustainability claims. 

The association stresses that the directive’s core aim, to ensure that environmental claims and labels are clear, substantiated and independently verified, aligns closely with the principles underpinning its own certification schemes for natural and organic cosmetics.

The ECGT (Directive (EU) 2024/825) amends the EU’s Unfair Commercial Practices Directive to tighten rules on misleading environmental claims across all consumer sectors, including personal care. 

Effective 27 September 2026, when the rules start applying in all Member States, companies will no longer be allowed to use vague or generic terms such as “eco-friendly”, “green” or “biodegradable” unless they can demonstrate recognised excellent environmental performance. 

Claims like “climate neutral” or “carbon neutral” that rely solely on carbon offsetting, rather than real reductions in a product’s footprint, are also prohibited.

Equally, self-created sustainability labels that are not part of an approved third‑party certification scheme or established by a public authority will be banned. 

The directive further restricts claims that refer to an entire product when only a component meets the stated standard, and it prevents companies from presenting legal requirements as unique selling points.

NATRUE has framed its support in terms of consumer protection and market integrity. In statements issued alongside COSMOS-standard AISBL, the association says that robust, ISO‑accredited third‑party certification offers a “practical and independently verified basis” for brands to communicate natural, organic and sustainability-related claims in a trustworthy way. 

NATRUE and COSMOS already define clear criteria, control label use, and require ongoing monitoring, hence argue their schemes can help companies meet the directive’s higher bar for transparency and evidence.

At the same time, NATRUE has joined 17 other European associations in calling for pragmatic transition measures. While backing the directive’s objectives, the group has urged the European Commission to introduce a “grandfathering” clause so that products lawfully placed on the market before the application date can continue to be sold, and to develop a coordinated action plan to manage legacy stock sustainably. 

This reflects industry concerns that, without such measures, the new rules could trigger unnecessary waste as existing packaging and inventory become non‑compliant overnight.

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