Which sentences in your product texts are risky now.

Found: “carbon neutral”

Why: If the claim is based on offsetting, it is banned in every case from 27 September 2026 (point 4c), even with an explanation. The directive itself names “climate neutral”, “carbon positive” and “climate compensated” as examples. Company-wide claims are not named explicitly in point 4c, but can still be banned as generic or misleading environmental claims.

Better: Say what you do, without “neutral” and without “compensated”: “For every order, we give €1 to reforestation project X.” For shipping, drop it or say what actually happens: “Shipped in boxes made from 100 % recycled paper.”

Found: “eco-friendly”

Why: Generic claims like “eco-friendly”, “green” or “climate friendly” are banned unless you can show recognised excellent environmental performance (point 4a): EU Ecolabel, an officially recognised type I ecolabel such as the Blue Angel, or top performance under EU law. Or you state clearly and right next to it what exactly is meant.

Better: Name the one property that is true and that you can prove: “Housing made from 70 % recycled plastic.”

Found: “EcoLine”

Why: A product or brand name can be an environmental claim too, such as “EcoLine”. Then the same rules apply as for text.

Better: Check whether the name makes a promise you can prove. If not: rename it or put the specific fact right next to it.

Found: “recycled”

Why: A claim about the whole product when it is only true for part of it is banned (point 4b). Example: “made from recycled material” when only the packaging is recycled.

Better: Say which part and how much: “Packaging made from recycled cardboard.” or “Housing made from 70 % recycled plastic.”

Found: “BPA-free”

Why: Presenting something as special that the law already requires for all products of that kind in the EU is banned (point 10a). The directive’s example: “free from substance X” when substance X is banned for that product category anyway.

Better: If the substance is banned for your product category anyway: remove it. If not, it can stay as long as it is true.

Found: “sustainable”

Why: Generic words only work with recognised proof. According to the directive, “sustainable”, “conscious” or “responsible” cannot rest on an ecolabel alone, because they also promise social qualities.

Better: Get specific: “Cover made from 100 % organic cotton.” Only if a certificate or supplier proof backs it up.

Found: “AI-generated”

Why: If an AI image or video shows your product differently or better than it is, or an AI person looks real, it is a deepfake: a visible notice is required, the invisible watermark is not enough. But a notice does not make a misleading product image legal. According to the Commission, your real product in front of an AI background or colour correction is usually not a deepfake.

Better: Look at the image: does it show the real product honestly? Replace embellished images. If an AI person looks real, put the notice visibly on the image or video, at the latest when it is first seen.