The Rules That Apply From 27 September 2026
The Empowering Consumers for the Green Transition Directive, Directive (EU) 2024/825, applies from 27 September 2026. Member States published their transposing measures by 27 March 2026. The instrument amends Directive 2005/29/EC on unfair commercial practices and Directive 2011/83/EU on consumer rights.
The rules follow the consumer. A hotel outside the European Union that markets to European guests, or that sells through a European wholesaler or tour operator, falls inside their scope.
Where The Burden Of Proof Now Sits
The directive adds four entries to Annex I of Directive 2005/29/EC, the list of practices banned in all circumstances. Point 2a covers a displayed sustainability label with no certification scheme or public authority behind it. Point 4a covers a generic environmental claim where the trader cannot demonstrate recognised excellent environmental performance relevant to the claim. Point 4b covers a claim about an entire business when it rests on one activity. Point 4c covers a climate neutrality claim built on greenhouse gas offsetting.
The burden of demonstrating the claim sits with the seller. A buyer can require the evidence behind any environmental representation in a bid, a management agreement or a supplier contract.
The Evidence A Bid Should Carry
A label needs a public authority behind it, or a certification scheme that meets the directive's conditions. Those conditions are independent third-party verification, publicly available scheme terms, open and non-discriminatory participation, and written procedures for non-compliance that include withdrawal or suspension. The recitals name ISO 17065 as an example of the independence a monitoring body must show.
A claim needs a document. A general term such as green, eco-friendly, climate friendly or carbon friendly carries the ban on its own. A statement about the whole property needs evidence about the whole property.
The Clause That Gives The Rules Teeth
Directive (EU) 2024/825 sets no penalty of its own. Penalties sit in national law under Article 13 of Directive 2005/29/EC, as replaced by Directive (EU) 2019/2161. Article 13(3) sets the maximum fine at no less than 4 per cent of the trader's annual turnover in the Member State or Member States concerned, where penalties are imposed under Article 21 of Regulation (EU) 2017/2394 on widespread infringements. Article 13(4) provides for a fine of at least EUR 2 million where turnover data is unavailable. National law sets the fine in the ordinary case.
The Working Papers To Request Now
Four documents follow from the text. A register of every environmental and social claim in live marketing, with the document that supports each one. The certification scheme behind every label, with its publicly available terms and the accredited body that monitors compliance. The non-compliance procedure of each scheme, including the withdrawal route. And the environmental commitments written into contracts and supplier terms, because a committed target presented as achieved is a claim.
The Certification Alliance's Welcome
The Tourism Sustainability Certifications Alliance welcomed the commencement in a release that Green Globe republished on 1 October 2026. The alliance called the date a significant milestone for consumer confidence, transparency and the reduction of greenwashing across global tourism.
"Consumers increasingly want confidence that the environmental and social commitments promoted by tourism businesses are genuine," said TSCA Chair Elissa Keenan. "EmpCo helps create a marketplace where transparency, evidence and credibility are rewarded, ultimately benefiting both travellers and responsible tourism operators."
The alliance states that its member schemes align with ISO/IEC 17065 and that its members represent more than 19,000 certified tourism businesses, attractions and destinations worldwide. The membership count is the alliance's own.