The European Union will implement new consumer protection rules starting 27 September 2026, resulting from Directive (EU) 2024/825, aimed at strengthening consumer protection in the ecological transition. Member States had until 27 March 2026 to transpose the new rules into their respective national legislations. The changes aim to provide clearer information to consumers, especially regarding product durability, their guarantee rights, and the truthfulness of environmental claims made by brands.
One of the main practical innovations relates to how commercial guarantees are presented. When a producer offers, at no additional cost, a commercial guarantee of durability exceeding two years and covering the entire good, this information must be presented to the consumer in a highlighted manner, through a harmonized label. This label may appear on the product packaging, on a store shelf, or next to the product image in online purchases. At the same time, there must be a harmonized notice to remind consumers of the key elements of the legal guarantee of conformity, whose minimum duration is two years in the EU, although each Member State may provide for longer periods.
The directive also reinforces the limitations on generic environmental claims, seeking to prevent companies from presenting products as "green" or "environmentally friendly" without substantiating these claims. Claims relating to the future environmental performance of products or companies are also covered when there are no clear, verifiable commitments accompanied by concrete targets. The European Commission's objective is to enable consumers to make more informed choices and combat practices associated with so-called greenwashing. Sustainability labels will also be under greater scrutiny, with the use of symbols or certifications that may mislead consumers being limited when they are not associated with credible certification systems.
