The panorama of the communication on sustainability in Italy is undergoing a radical transformation. With the integration of the latest European provisions, what is communicated must finally align with the activities actually undertaken. It is no longer just a matter of ethics, but of strict regulations that require scientific rigor and absolute transparency.
In this article we are going to analyze the pillars of the new Greenwashing Directive And like the recent Italian legislative decree is redesigning obligations for businesses. Let's get started!
What is the greenwashing directive (EU 2024/825)
La Directive (EU) 2024/825 It is the European legislative act created to amend the previous directives 2005/29/EC and 2011/83/EU, with the specific objective of combating façade environmentalism and the premature obsolescence of products. This rule is not limited to prohibiting false or misleading statements, but aims at a real empowering consumers towards the sustainable transition.
The European Union has identified in Greenwashing an important obstacle to achieving their sustainability objectives: if the consumer cannot distinguish a truly sustainable product from one that is only sustainable on paper, the market cannot reward virtuous companies. The directive therefore introduces three key interventions.
- Strict prohibitions on generic environmental assertions: Stop vague terms that do not offer added informational value.
- Transparency obligations on repairability: Companies must clearly communicate how durable an asset is and whether accessible spare parts exist.
- Approved certification systems: sustainability labels can no longer be 'self-declared' or created internally without external verification based on recognized international or national standards.
What actually changes with Legislative Decree no. 30/2026
Italy has officially accepted these indications with Legislative Decree of 20 February 2026, n. 30, published in the Official Gazette on 9 March 2026. This measure updates the Consumer Code (Legislative Decree no. 206/2005), transforming European principles into stringent legal obligations that came into force on March 24, 2026.
The decree significantly expands the list of unfair business practices. Here are the most relevant changes for companies:
- The ban on vague terms: the use of slogans such as' eco ',' green ', 'nature friendly' or 'environmentally friendly' is now prohibited unless accompanied by evidence of excellence in environmental performance relevant to the statement itself.
- Stop claims based only on offsetting: It is considered a misleading practice to declare that a product has a neutral or reduced impact on the climate based solely on offsetting emissions (purchase of carbon credits). The consumer must know if the improvement is structural or only financial.
- Accuracy in assertions: it is no longer possible to claim the sustainability of an entire product if the benefit concerns only a small part (for example, declaring a product “recycled” if only the cap on the package is).
- Standardized definitions: The decree introduces precise legal definitions for terms such as 'environmental assertion', 'repairability index' and 'durability', eliminating the interpretative gray areas that until now have favored creative marketing at the expense of scientific rigor.
This legislation is not just a change of labels, but a real one Transparency test: for every word spent in a post on social media or printed on a pack, there must be a Sure enough in support. There is no longer room for improvisation or communication shortcuts; sustainability from now on must be demonstrated with facts, before it is even publicized.
The objectives of Legislative Decree no. 30/2026
As we have seen, the primary objective of this legislation is to transform sustainability from a simple 'marketing tool' to tangible and measurable reality. The legislator aims to protect not only consumers, but also the competitiveness of companies that seriously invest in the ecological transition.
The objectives on which the standard intends to focus are the following.
- Ensure a level playing field: eliminate the unfair competitive advantage of those who spend on misleading advertising instead of sustainable innovation.
- Encourage thecircular economy: by pushing companies to declare durability and repairability, a consumption model is being promoted that reduces waste and the use of virgin resources.
- Provide reliable and comparable data: allow consumers to compare products based on real data (such as the EU harmonized repairability index) and not on abstract promises.
- Avoid 'greenhushing': although the rule is strict, the ultimate goal is to define a clear dividing line so that companies do not stop communicating their progress (for fear of making mistakes), but learn to do so with the necessary scientific rigor.
In essence, these new rules do not serve to silence companies, but to finally give a voice to those who are getting serious. Only in this way can sustainability become a real competitive value, capable of build trust and, above all, a Measurable impact.
What are the penalties provided by the AGCM for companies
Compliance with the new rules is entrusted toCompetition and Market Authority (AGCM). The sanctions provided for companies are not simple symbolic warnings, but they directly affect the economic strength of those who persist in incorrect practices. Although the regulatory framework is already formally in force, the full effectiveness of the sanctioning system will start from September 27, 2026, the date that marks the deadline for complying with regulations.
Companies that do not comply risk very heavy financial penalties: the authority can in fact issue fines that arrive up to a maximum of 10 million euros. In addition to the economic outlay, the authority may imposeobligation to rectify, i.e. the immediate removal of all misleading communication from labels, commercials and digital channels. It is a radical intervention that we have already seen hit, in the summer of 2025, giants like San Benedetto and Shein, forced to withdraw baseless environmental claims.
The control of the AGCM also extends to misleading omissions: not providing clear information on critical aspects, such as the availability of software updates or the real ease of repairing an asset, will be sanctioned with the same severity as an explicit lie. In this scenario, the most profound damage remains that reputational. Being the subject of an authority measure generates an instant media impact, capable of pulverizing years of “green” positioning in the eyes of investors and consumers in a few days.
New information obligations: harmonized labels and guarantees
To make the consumer an aware actor, Legislative Decree no. 30/2026 introduces new mandatory transparency tools, also valid for the e-commerce sector.
- Harmonized legal warranty notice: a standard format that must be clearly provided to remind you of the existence of the legal guarantee of compliance.
- Harmonized label for commercial durability: aimed at manufacturers who offer a warranty of durability greater than the minimum two years by law, at no additional cost. This will allow consumers to immediately identify products that are built to last.
- Transparency in remote contracts: the obligation to provide, before the conclusion of the purchase, detailed information on the possibility of repair and on the availability of the necessary software updates for goods with digital elements.
Legislative Decree no. 30/2026 must therefore not be seen as yet another bureaucratic obstacle, but as aMarket cleaning opportunities. For years, environmental communication was a “gray area” where it was easy to improvise; today, that gray area has become a clear border that separates those who invest in innovation from those who limit themselves to changing the color of a logo.
For companies, the challenge is no longer just to avoid the sanction, but build a relationship of real trust with a consumer who, thanks to these new labels and harmonized guarantees, will become increasingly demanding and prepared.
Only starting from data can sustainability stop being a cost linked to marketing and become the engine of solid, secure and, finally, transparent growth for companies.
