The EDANA Environmental Claims Guidelines 

EDANA is currently updating its guidelines on environmental claims to reflect recent developments in EU consumer law, including the adoption of the Directive empowering consumers for the green transition in 2024 and the Directive on the substantiation and communication of explicit environmental claims in 2025. However, the existing guidance document remains valid for the time being

The EDANA Environmental Claims Guidelines demonstrate our industry’s commitment to apply the highest standards of responsibility and represent good business practice. It recognises the importance of responsible advertising and marketing on products as an essential way of informing customers and consumers about the characteristics and qualities of their products. As such, our member companies commit to ensure environmental claims:

• comply with all relevant regulatory frameworks
• are sincere, truthful and not vague or misleading
• allow customers and consumers to make informed choices
• promote fair competition
• aim to prevent claims that may be unfair or misleading