The directive and its dates
The Empowering Consumers for the Green Transition Directive, Directive (EU) 2024/825, applies from 27 September 2026. The directive was done at Strasbourg on 28 February 2024 and published in the Official Journal on 6 March 2024. It entered into force on the twentieth day after publication. Member States published their transposing measures by 27 March 2026. The directive amends Directive 2005/29/EC, the Unfair Commercial Practices Directive, and Directive 2011/83/EU, the Consumer Rights Directive.
The text reaches hotel services
The framework the directive amends covers unfair business-to-consumer commercial practices in relation to a product. Directive 2005/29/EC defines a product as any goods or service, including immovable property, rights and obligations. Hotel stays, meetings, events and destination marketing sit inside that definition. The amended text adds environmental and social characteristics and circularity aspects to the main characteristics of a product that can make a practice misleading.
Generic environmental claims carry a burden of proof
The directive adds point 4a to Annex I of Directive 2005/29/EC. It bans a generic environmental claim where the trader cannot demonstrate recognised excellent environmental performance relevant to the claim. The directive names examples: environmentally friendly, eco-friendly, green, nature's friend, ecological, environmentally correct, climate friendly, gentle on the environment, carbon friendly, energy efficient, biodegradable and biobased. A generic claim stands where the trader leaves the specification of the claim unstated on the same medium. Article 2(s) defines recognised excellent environmental performance as compliance with the EU Ecolabel Regulation, or with national or regional EN ISO 14024 type I ecolabelling schemes recognised in the Member States, or top environmental performance under other applicable Union law.
Offset-based neutrality claims are prohibited
Point 4c to Annex I bans a claim, based on the offsetting of greenhouse gas emissions, that a product has a neutral, reduced or positive impact on the environment in terms of greenhouse gas emissions. The directive names climate neutral, CO2 neutral certified, carbon positive, climate net zero, climate compensated, reduced climate impact and limited CO2 footprint. The directive allows such claims where they rest on the actual lifecycle impact of the product. Advertising investment in carbon credit projects stays lawful where the statement is not misleading.
Future pledges need a plan and an outside verifier
Article 6(2)(d), added by the directive, makes a claim about future environmental performance misleading unless it stands on clear, objective, publicly available and verifiable commitments. Those commitments sit in a detailed and realistic implementation plan with measurable and time-bound targets and the elements needed to deliver them, such as allocation of resources. An independent third-party expert verifies the plan regularly. The expert's findings are made available to consumers. A property-level net-zero date presented as a headline carries that substantiation requirement.
Sustainability labels need a scheme behind them
Point 2a to Annex I bans displaying a sustainability label that is not based on a certification scheme and is not established by public authorities. Article 2(r) sets the test for a certification scheme. It must be a third-party verification scheme, open on transparent, fair and non-discriminatory terms, with publicly available requirements and procedures for non-compliance. A third party monitors the trader's compliance, and its competence and independence from the scheme owner and the trader rest on international, Union or national standards. A hotel group's own green mark needs a public authority behind it or a qualifying scheme.
Claims about a whole estate, and claims about the law
Point 4b bans an environmental claim about the entire product or the trader's entire business when it concerns only a certain aspect or a specific activity. Point 10a bans presenting requirements imposed by law on all products in a relevant category as a distinctive feature of the trader's offer. Article 2(o) places labels, brand names, company names and product names inside the definition of an environmental claim.
Comparison tools show their method
Article 7 gains a paragraph covering services that compare products and give consumers information on environmental or social characteristics or circularity aspects. The trader gives the method of comparison, the products compared, their suppliers and the measures that keep the information current.
The penalty framework
Member States set the penalties, and they must be effective, proportionate and dissuasive. Article 13(3) of Directive 2005/29/EC, inserted by Directive (EU) 2019/2161, requires that where penalties are imposed under Article 21 of Regulation (EU) 2017/2394 on widespread infringements, the maximum fine reaches at least 4 per cent of the trader's annual turnover in the Member State or Member States concerned. Article 13(4) requires the possibility of a fine of at least EUR 2 million where turnover information is not available. National enforcement remedies cover removal of a product from retailers and corrective advertising.
The tourism sector's reading
The European Travel Commission, the Network of European Regions for Sustainable and Competitive Tourism (NECSTouR) and the Global Destination Sustainability Movement published "Proof, Not Promises: A Practical Guide to the EU Empowering Consumers Directive for Destinations", written for destination management organisations, convention bureaux, tourism businesses and event organisers. ETC states the directive applies from 27 September 2026 and changes how environmental claims can be made, across text, visuals, labels and branding. ETC chief operating officer Teodora Marinska wrote in the foreword that evidence-based communication can foster collaboration among destinations. GDS-Movement chief executive Guy Bigwood wrote that demonstrating credibility is a powerful way to lead. NECSTouR managing director John Fitzgibbon wrote that the directive moves destinations towards more accountable and evidence-driven systems.
What follows
The directive requires the Commission to report on its application to the European Parliament and the Council by 27 September 2031. Guest-facing claims, brand names and property-level pledges aimed at EU consumers now sit inside the amended Annex I list of practices banned in all circumstances.