The EU’s new consumer rules raise the bar for environmental claims. For foodservice businesses operating across Europe, the practical challenge is that national implementation is moving at different speeds.
The EU’s Empowering Consumers for the Green Transition Directive (EU) 2024/825 sets new requirements for environmental claims in consumer-facing marketing. EU countries were required to adopt national measures by 27 March 2026, with the rules due to apply from 27 September 2026. The shared deadline has passed, but implementation is not identical across all markets. Read the directive on EUR-Lex.
What changes for environmental claims?
The new rules make it harder to rely on broad, unsubstantiated sustainability language. Among other things, they:
- restrict generic environmental claims such as “green” or “eco-friendly” unless a business can demonstrate recognised excellent environmental performance;
- require sustainability labels to be based on a recognised certification scheme or established by public authorities;
- require future environmental claims to be supported by a detailed plan, with progress regularly verified by an independent expert; and
- prohibit claims that a product or service is climate-neutral when that claim is based on offsetting emissions outside its value chain.
For foodservice, this may affect claims on restaurant and hotel websites, menus, campaigns and other communications aimed at diners. A statement such as “we are reducing food waste” is more useful when it says what is being measured, over what period and against which baseline.
One directive, different national timelines
The directive provides a common EU framework, but national laws and implementation dates differ. Here is the position in SmartKitchen’s main markets, checked on 28 October 2026:
|
Market |
Implementation status |
|
Finland |
The relevant amendments to the Consumer Protection Act took effect on 27 September 2026. |
|
Denmark |
The new EU rules began applying on 27 September 2026. The Danish Ministry of Industry, Business and Financial Affairs says businesses must be able to document the green claims they use in marketing. |
|
Germany |
Germany implemented the directive in February 2026, and the rules apply from 27 September 2026. |
|
Sweden |
A government inquiry proposed 1 January 2027 as the start date for the national amendments. Implementation has been delayed. |
|
Norway |
Norway has adopted national legislation, but it is not yet in force. The directive’s incorporation into the EEA Agreement is still pending, so the national start date remains uncertain. |
This uneven timing matters for organisations that publish campaigns, menus and sustainability information in several countries. The EU directive establishes the common direction, but businesses should check the applicable national rules and guidance in each market.
Make sustainability claims specific and measurable
Foodservice businesses do not need to stop communicating about sustainability. They do need to make claims that are clear, relevant and supported by evidence.
Instead of making a broad claim about being “sustainable”, a business can explain how it measures food waste, what has changed over a stated period and how the result is calculated. If it publishes a future target, it should be ready to explain the plan and how progress will be checked.
For professional kitchens, reliable food waste data can support more concrete communication. Tracking waste in kilograms, euros and CO₂e can help show what has changed over time. The figures still need context: what was included, how the comparison was made and which kitchens or services the result covers.
The directive focuses on business-to-consumer practices. That makes it relevant to the claims foodservice businesses share with diners. A useful rule for any market: say exactly what you measured, define the scope and keep the evidence behind the claim.
Sources and country updates
The EU rules discussed here focus on marketing directed at consumers, though national laws may differ in scope. This article is for general information only and does not constitute legal advice on any specific marketing claim.