Greenwashing:  from 27 September 2026, the rules change

​What brands in Romania need to know about the new EU rules on environmental claims.

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From 27 September 2026, new European rules addressing misleading environmental claims will apply across the EU, including Romania. Generic claims such as “green”, “eco”, “sustainable” or “environmentally friendly” will require much greater scrutiny and credible evidence.

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Romania has already transposed Directive (EU) 2024/825 into national legislation, meaning companies should now review how sustainability is communicated across packaging, websites, campaigns, social media and commercial materials.

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What is changing?

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The new framework strengthens the rules around environmental claims and sustainability labels. Generic green claims that cannot be supported by relevant environmental performance may no longer be acceptable. Sustainability labels also need to be based on credible certification schemes or established by public authorities. Certain climate-neutrality claims based solely on carbon offsetting are also restricted.

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What does this mean for companies in Romania?

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For marketing and communications teams, the first step is practical: review every environmental claim currently in use.

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Check your:

• packaging and labels

• website

• advertising campaigns

• social media

• sales and commercial materials

The question is no longer simply whether a sustainability message sounds credible.

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The question is: can you prove what you are saying?

 

​​​​​​​​​​Key takeaway

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Brands can still communicate about sustainability. But the distinction between a marketing story and a verifiable environmental claim is becoming much more important.

What do we say and what can we prove?

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Watch Sustainability Brief #01

Greenwashing: din 27 septembrie se schimbă regulile

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