EU's Empowering Consumers Directive Targets Fashion Industry's Greenwashing
The European Union's Empowering Consumers Directive, effective from September 2026, aims to curb greenwashing in the fashion industry by banning vague environmental claims. This directive requires brands to provide verifiable evidence for any environmental claims, such as 'eco-friendly' or 'sustainable.' The directive amends existing consumer protection laws, introducing a blacklist of prohibited practices, including unsubstantiated claims and misleading labels. While the Green Claims Directive, which would have imposed additional verification requirements, is currently paused, the Empowering Consumers Directive is set to enforce stricter standards across the EU. 
