About
Restrictions on Sustainability Claims
The directive prohibits the use of vague and unsubstantiated sustainability claims such as "environmentally friendly," "green," "natural," "biodegradable," "climate neutral," or "eco" without providing clear evidence of excellent environmental performance. It also bans:
- Making future environmental performance claims without clear commitments.
- Advertising common market practices as unique benefits.
- Presenting legal requirements as distinctive features.
- Practices related to planned obsolescence of products.
Mandatory Product Information
Traders must disclose the following pre-contractual information to consumers:
- Producer's commercial guarantee of durability for all goods.
- Commitment to providing software updates for digital products.
- Reparability score or repair information for goods.
- Environmentally-friendly delivery options.
Sustainability Labels and Certification
The directive restricts the use of sustainability labels to only those based on official certification schemes or established by public authorities. Self-certification of sustainability labels by companies is prohibited.
Enforcement
The directive will leverage existing EU consumer law enforcement mechanisms, including fines, confiscation of revenues, and exclusion from public procurements.
Who does it impact?
The Green Transition Directive applies to all businesses operating in the EU market and making sustainability claims in B2C commercial communications.
Status: In force
Adopted by the European Parliament and Council in March 2024. Member states had until March 2026 to transpose the directive into their national laws, and the measures are set to apply from September 2026. In Norway, the implementing legislation was adopted by the Storting on 19 June 2026. The Ministry aims for the rules to enter into force on 27 September 2026, in line with the EU application date, subject to formal incorporation of the directive into the EEA Agreement. The entry into force date will be set by Royal Decree, and delayed entry into force may apply to certain provisions.
Thommessen's comments
By addressing the issue of greenwashing and ensuring that businesses provide accurate and verifiable information about their products' environmental impact, the Green Transition Directive aims to build consumer trust and encourage companies to adopt more sustainable practices.
While the Green Claims Directive focuses specifically on regulating voluntary environmental claims and labeling, the Green Transition Directive takes a broader approach by amending the Unfair Commercial Practices Directive and Consumer Rights Directive, to better protect consumer interests and ensure more efficient enforcement of non-compliant practices.
The directive will benefit from existing enforcement mechanisms in EU consumer legislation, which have recently been strengthened through other directives and regulations. Businesses operating in the EU should prepare for compliance with these new regulations to avoid potential fines, legal actions, and reputational damage.
The Ministry of Children and Family Affairs is responsible for the implementation in Norway. Following a public consultation, the government presented its implementing bill (Prop. 38 LS (2025–2026)) to Parliament on 20 March 2026. The bill was adopted by the Storting on 19 June 2026, amending the Marketing Control Act, the Right of Withdrawal Act, the Contracts Act and the Regulation on Unfair Commercial Practices. The amendments have not yet entered into force; the effective date will be set by Royal Decree.