Green e-commerce: the new anti-greenwashing rules (and what changes for online sellers)

The era of “green” words is over

“Eco-friendly”, “sustainable”, “environmentally friendly”, “100% green”: for years these have been the most used — and least verified — words in online retail. From 27 September 2026 Italy applies the new European rules on the green transition of consumption, transposed through Legislative Decree no. 30/2026 (implementing EU Directive 2024/825 “Empowering consumers for the green transition”). The core idea is simple: generic, unproven environmental claims become an unfair commercial practice.

For online sellers this is not a legal-department detail: it affects product pages, “eco” catalogue filters, banners, emails and even collection names. Let's look at what really changes and how to adapt without being caught off guard.

What the new rules ban

The underlying principle is that an environmental claim must be proven, not just stated. In practice, the banned practices include:

• Generic, vague environmental claims where recognised environmental excellence cannot be demonstrated: terms like “eco”, “green”, “natural”, “climate neutral” used without support.
• “Home-made” sustainability labels, i.e. environmental logos and labels not based on a certification scheme or not established by a public authority.
• Future environmental pledges (“we'll be net zero by 2030”) not backed by clear, verifiable commitments and a concrete plan.
• Attributing to the whole product an environmental merit that concerns only part of it or a single stage.

Why this is specifically an e-commerce issue

A physical shop communicates with a price tag; e-commerce communicates with everything. Every product page is a small piece of ad copy, every category filter is a promise, every “green leaf” icon is a claim. It's also the channel where greenwashing is easiest — one line of copy is enough — and where it's easiest to be caught, because everything is written, indexed and archived. An unverifiable environmental claim, online, stays there as evidence.

How to adapt your online store

1. Inventory your claims

First, map where environmental statements appear: product pages, categories, homepage, promotional banners, emails, linked social. There are often dozens, written at different times by different people.

2. Prove it or remove it

For each claim, there's only one question: can I prove it? If yes, attach the proof (recognised certification, measured data, supplier documentation) and make it accessible. If not, rewrite it to be specific and true, or remove it.

3. Be specific, not suggestive

“Sustainable” says nothing; “packaging made of 90% recycled cardboard, FSC certified” says everything. Specificity is both the strongest legal defence and the most credible marketing message.

4. Govern your labels

Only use environmental labels based on recognised certification schemes, and don't invent internal “green seals”. If you want your own badge, it must be information (e.g. an objective category), not a self-awarded medal.

In short

From 27 September 2026, Decree 30/2026 brings the European anti-greenwashing rules to Italy: generic, unproven environmental claims — “eco”, “green”, “sustainable” — become unfair commercial practices, along with uncertified sustainability labels and future pledges without a plan. For an e-commerce business this means reviewing product pages, filters, banners and emails: every environmental claim must be made specific and demonstrable, or removed. It's not just compliance: it's a chance to replace empty slogans with real information, which today sells better than adjectives.

Frequently asked questions

When do the new rules apply?

From 27 September 2026 in Italy, through Legislative Decree no. 30/2026 transposing EU Directive 2024/825. The rules cover all commercial communication to consumers, including e-commerce.

Can I still say a product is “sustainable”?

Only if you can prove it with data or certifications and the claim is specific. A generic “sustainable”, without proof, falls among the banned claims. It's better to state exactly what makes it so.

Do they apply to small businesses too?

Yes. The rules protect consumers and apply to whoever communicates, regardless of size. A small online shop is subject to the same principles as a large marketplace.

What's the risk of not adapting?

Misleading environmental claims are unfair commercial practices, with the consequences set out in consumer law (from authority challenges to penalties), plus reputational damage with increasingly aware customers.

At A126 we support companies through digital transformation: websites and e-commerce, custom management software, vertical micro-applications and strategic consulting. If you want to see how to apply all of this to your business, get in touch for a free consultation.

A126 Corporate Advisors — digital transformation for businesses and professionals.