The EU’s New Directive to Stamp Out Greenwashing: What Fashion Brands Must Know

The fashion and textile industry is entering a new era of accountability. With sustainability claims under increasing scrutiny, the European Union has introduced one of the most significant regulatory shifts in recent years: the Empowering Consumers for the Green Transition (ECGT) Directive – Directive 2024/825/EU.

Adopted on 20 February 2024, formally signed on 28 February, published on 6 March, and entering into force on 27 March 2024, the clock is already ticking. By March 2026, all EU Member States must transpose the rules into national law, and by 27 September 2026, full enforcement begins across the EU.

For the fashion industry, one of the most claim-heavy sectors when it comes to sustainability, this directive represents both a challenge and an opportunity.

Fashion-Enter Ltd (FEL), known for its commitment to transparent, ethical, and fully audited British manufacturing, is already working in line with these new requirements, ensuring its brand partners are prepared well before the 2026 deadline.

What Is the ECGT Directive?

The ECGT directive updates existing consumer protection laws by setting strict standards on how sustainability claims can be made. It forms part of the European Green Deal and applies to any business selling to EU consumers, regardless of where the company is based.

In short: if you use environmental language or sustainability claims, you must prove them, publish them, and make them verifiable.

The 6 Key Changes You Need to Know

1. Ban on Vague or Misleading Green Claims

Generic statements such as “eco-friendly,” “green,” “sustainable,” “climate neutral” are now banned unless backed by specific, verifiable evidence.

What you must now provide:

• Clear scope of the claim (whole product? one component? manufacturing stage?)
• Supporting documentation
• Public access to proof (QR code or link)

What FEL is doing:
Fashion-Enter Ltd already provides clients with transparent, auditable data, through its real-time system Galaxius, to ensure partner brands can meet the new evidence thresholds.

2. Mandatory Substantiation of Environmental Claims

Any sustainability statement must be supported by measurable data, including lifecycle analysis (LCA) or certified carbon footprinting. Comparative claims (e.g., “uses 30% less water”) require full disclosure of methodology and data sources.

How FEL supports compliance:
FEL is experienced in providing the technical documentation brands need from fabric traceability to energy usage data from FEL’s audited factory ensuring customer-facing claims can be independently verified.

3. Restrictions on Sustainability Labels

Only official certification schemes (EU Ecolabel, GOTS, etc.) or labels issued by public authorities will be allowed. Self-created or unverifiable “green badges” will be banned.

FEL’s position:
FEL already works with recognised certification schemes and guides brands through compliant labelling practices, helping them avoid misleading or non-compliant label design.

4. Rules for Future Environmental Performance Claims

Future targets (e.g., “carbon neutral by 2030”) must be backed by:

• A credible, published implementation plan
• Independent validation
• Annual progress reporting

Empty promises will no longer be tolerated.

FEL’s alignment:
Fashion-Enter has long operated with transparent targets and annual reporting and supports clients in setting measurable, achievable sustainability goals backed by trusted third-party verification.

5. Transparency on Durability & Repairability

Brands must now disclose:

• Expected lifespan
• Repairability
• Availability of spare parts
• Independent verification of durability

Generic statements like “built to last” are now insufficient.

FEL’s contribution:
FEL’s technical specialists can provide repair / repurpose guidance and services at its factory and through the United Repair Centre to help brands meet these disclosure standards.

6. Prohibited Practices Added to EU Law

Updates to the Unfair Commercial Practices Directive now ban:

• Claims of “carbon neutral” based solely on offsets
• Offsets from unverifiable or low-quality schemes

Offsetting must follow recognised standards like Gold Standard or VCS, and only after real emissions reductions.

How FEL helps brands stay compliant:
Through transparent reporting and its long-standing commitment to reducing emissions across UK operations, FEL enables brands to demonstrate real reductions not offset-based marketing spin.

Penalties: The Cost of Getting It Wrong

Non-compliance could cost brands:

• 4% of total global turnover, or
• €2,000,000 – whichever is higher
• Plus potential loss of access to the EU market

For fashion brands selling into Europe, these risks are significant.

What About the UK?

The UK’s DMCC Act 2024 is not a full mirror of ECGT yet. However:

• CMA (Competition & Markets Authority)
• ASA (Advertising Standards Authority)

…are already aligning with stricter enforcement on environmental claims.

Greenwashing in UK advertising, marketing, and product descriptions is now under closer scrutiny than ever.

What Fashion Brands Must Do Now

To prepare for compliance, brands should:

1. Audit all websites and marketing for vague or unsubstantiated claims
2. Substantiate every environmental statement with testing, certification, or audited data
3. Check certifications and labelling (physical and digital) for compliance
4. Update consumer-facing information (durability, repairability, logos, wording)
5. Ensure QR codes link to accessible evidence
6. Train internal teams (product, marketing, legal, customer service)

Fashion-Enter Ltd’s facilities and ethical production processes already meet the requirements for transparent, verifiable sustainability data. FEL’s longstanding commitment to audited manufacturing provides its brand partners with a significant head start in meeting the ECGT directive ahead of the enforcement deadline.

Data courtesy of: https://www.theknowledgenexus.co.uk/ 

Top image via pexels.com