Italy has implemented the EU’s Empowering Consumers for the Green Transition Directive ahead of its bloc-wide application date of 27 September 2026.
The implementation was carried out through Legislative Decree No. 30/2026, which amends the Italian Consumer Code’s governing provisions on unfair commercial practices and consumer information.
The underlying directive, EU 2024/825, was adopted by the European Parliament and Council on 28 February 2024, and amends Directives 2005/29/EC and 2011/83/EU.
For consumer products companies, retailers, and manufacturers operating across multiple EU markets, Italy’s early adoption offers a practical preview of what compliance will require.
The new framework targets misleading sustainability claims and affects advertising campaigns, websites, social media content, product packaging, labels, trademarks, sustainability seals, and online marketplace listings.
Among the most significant changes, businesses will no longer be permitted to use sustainability labels that are not based on recognised certification schemes or established by public authorities.
Generic environmental claims made without demonstrating recognised environmental performance are also prohibited, as are claims about an entire product where the environmental benefit relates only to one specific aspect.
Businesses cannot present legal requirements applicable to all products in a category as a distinctive feature of their own offering, nor claim neutral or positive environmental impact based solely on carbon-offsetting schemes.
Forward-looking environmental claims, such as carbon neutrality or recyclability targets, may be considered misleading unless supported by clear, objective, publicly available, measurable, and independently verifiable implementation plans.
The new rules extend beyond greenwashing to cover product durability, reparability, and disclosure of information relevant to premature obsolescence, reflecting a broader legislative intent to support more informed consumer purchasing decisions.
In Italy, non-compliance may trigger investigations by the Italian Competition Authority, known as the AGCM, which can impose fines of up to EUR 10 million or, in certain cross-border cases, up to 4% of annual turnover.
Businesses may also face competitor claims under unfair competition laws, consumer class actions, and significant reputational consequences if found to be in breach of the new provisions.
The period before 27 September 2026 gives businesses time to review advertising campaigns, e-commerce content, influencer marketing activities, product labels, and other consumer-facing sustainability statements for compliance.
As EU regulatory scrutiny of environmental claims continues to intensify, Italy’s early implementation provides a concrete and actionable framework for businesses to assess their readiness before the bloc-wide deadline arrives.