Sustain­ability claims on food packaging: new rules

Stricter rules for sustainability claims take effect on September 27, 2026. They also apply to claims and labels on food packaging. Terms such as “green” and “environmentally friendly” will face clearer requirements. The Netherlands Authority for Consumers and Markets (ACM) is urging companies to review their claims carefully. Existing inventory also needs attention if the claims on its packaging no longer comply.

Claims and labels

On that date, the Dutch law implementing an EU directive will take effect. The directive is Empowering Consumers for the Green Transition. The law clarifies and tightens the rules on unfair commercial practices. Companies were already prohibited from misleading consumers about sustainability before that date.

Companies cannot simply make generic environmental claims without an explanation. This applies to terms such as “green,” “environmentally friendly,” and “ecological.” Without an explanation, such claims must meet strict European or national standards. The new rules also set stricter requirements for sustainability labels. Labels must be subject to independent oversight and open to others. Transparency is another requirement for these sustainability labels. Company-specific labels without that oversight will no longer be permitted.

Existing inventory

Packaging for existing inventory may carry environmental claims that will no longer comply. This can be an issue for slow-moving products. It may include products already on store shelves. According to the ACM, such inventory may have to be recalled or destroyed.

European consumer protection authorities have therefore published a joint document on existing inventory. In specific cases, they may take transitional circumstances into account when monitoring compliance. This may apply, for example, if companies can show that the stock predates the new rules. Efforts made before the effective date may also be considered. Those efforts must focus on complying with the new rules promptly.

The ACM is working with other European regulators on further guidance. Based on that work, it will update its existing guidelines on sustainability claims.

Acm.nl