In short: greenwashing is presenting a product, company or investment as better for the environment than has been shown — through generic, unsubstantiated or misleading environmental claims.
Simply put: Since 27.09.2026 the EU rules of Directive (EU) 2024/825 apply. Banned, for example, are a generic environmental claim without proven excellent environmental performance, a sustainability label not based on a certification scheme, and a claim of neutrality based only on offsetting emissions. The word "green" is not banned — the unsubstantiated claim is.
Example: There are two labels on a shelf: "good for nature" and "made with 30% less water using method X, verified by Y". The second is specific and can be checked.
Watch out: the label "greenwashing" for a specific company is applied by the competent authority through a decision — not by an advert or a rumour.
Example: Bulgaria — the Directive is transposed by the Consumer Protection Act (amended in State Gazette No 87 of 24.09.2026), in force from 27.09.2026; reports go to the Consumer Protection Commission (CPC) — https://kzp.bg
Check in your country — your national consumer protection authority, which enforces the rules on environmental claims.
Source: Directive (EU) 2024/825 — http://data.europa.eu/eli/dir/2024/825/oj