Since 27 September 2026, stricter rules apply to sustainability claims in the Netherlands. Do you use sustainability labels on your product pages, in banners or in your Amazon and Bol listings? Then now is a good time to take a critical look at them. Your own labels without independent verification are no longer allowed.
Where do the new rules come from?
The rules come from the European EmpCo Directive (Directive (EU) 2024/825, Empowering Consumers for the Green Transition). The Netherlands has transposed this directive into national law, which entered into force on 27 September 2026.
The rules fall under the existing legislation on unfair commercial practices. The Netherlands Authority for Consumers and Markets (ACM) supervises compliance and can take action if claims are misleading. The rules apply to anyone selling to consumers, including webshops and marketplace sellers.
Own sustainability labels without verification are prohibited
You may only use a sustainability label if it is:
- established by a public authority, or
- based on a certification scheme with independent verification
A self-designed green leaf saying “eco choice” or your own “sustainable range” badge is therefore no longer acceptable if no external party checks it. Recognised labels, such as the EU Ecolabel, can still be used.
Vague sustainability claims are no longer allowed
General sustainability claims are also assessed more strictly. Terms such as “sustainable”, “green” or “eco-friendly” may only be used if you can demonstrate recognised excellent environmental performance, for example with an official ecolabel.
The following rules also apply:
- A claim about one part of a product must not suggest that the entire product is sustainable.
- Claims such as “climate neutral” based on carbon offsetting are no longer permitted.
- Future targets, such as “CO2 neutral by 2030”, must be measurable and backed by a concrete plan and independent verification.
Sustainability labels on your webshop: what should you do now?
Review your product pages, ads, packaging and marketplace listings. Ask yourself for each claim: is it specific, can I prove it and is the label independently verified? If not, adjust the claim or remove it.
Do you still have old stock with packaging that carries a claim that is no longer allowed? The ACM indicates that enforcers may take this into account, provided you can demonstrate that it is old stock and that you are visibly working towards compliance.
Please note: these rules are separate from your EPR obligations for packaging. Packaging can be correctly registered for EPR and still carry a claim that is no longer allowed.
Where to find the official information
Want to know exactly what is and isn’t allowed? These pages will help you further:
- Business.gov.nl: Sustainability claims must be clear and easy to verify
- ACM: Sustainability information (in Dutch), explaining the new rules
- ACM: Explanation on old stock (in Dutch)
- EUR-Lex: the full text of Directive (EU) 2024/825
