Green Claims Checker for product copy
Paste a product title, description and bullets. The checker highlights phrases that the EU rules on environmental claims restrict from 27 September 2026, says which rule each one points to and how to rewrite it as a specific, verifiable claim. It runs in your browser, nothing is sent or stored.
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Paste product copy above to see flagged phrases.
What the EU rules on green claims change
Directive (EU) 2024/825 of 28 February 2024 adds new rules on environmental claims to the Unfair Commercial Practices Directive (2005/29/EC). EU countries had to adopt their national rules by 27 March 2026 and must apply them from 27 September 2026.
Several practices are added to the list of commercial practices that are banned in all circumstances, so there is no case-by-case test. The ones that matter most for product copy:
Generic environmental claim
Point 4a: generic environmental claims without recognised excellent environmental performance.
Claim about the whole product
Point 4b: environmental claims about the entire product when they concern only one aspect.
Neutral or reduced impact through offsetting
Point 4c: neutral, reduced or positive greenhouse gas impact claimed on the basis of offsetting.
Sustainability label
Point 2a: sustainability labels not based on a certification scheme or set up by public authorities.
Legal requirement shown as a selling point
Point 10a: legal requirements for all products in a category presented as a distinctive feature.
A claim is only generic when its specification isn't given clearly and prominently on the same medium. The directive's own example: "climate-friendly packaging" is generic, while saying that 100% of the energy used to produce the packaging comes from renewable sources is specific.
Claims about future performance, such as climate neutrality by a set year, are assessed case by case under Article 6(2)(d) and need a detailed, realistic plan that an independent expert checks regularly.
Sources
- Directive (EU) 2024/825 of 28 February 2024 as regards empowering consumers for the green transition (OJ L, 2024/825, 6.3.2024)
- Directive 2005/29/EC on unfair business-to-consumer commercial practices (Unfair Commercial Practices Directive)
- Regulation (EC) No 66/2010 on the EU Ecolabel
- Regulation (EU) 2017/1369 setting a framework for energy labelling
- Regulation (EU) 2018/848 on organic production and labelling of organic products (Article 30 and Annex IV)
- ACM (Netherlands Authority for Consumers and Markets), 24 September 2026: Vanaf 27 september 2026 strengere eisen aan duurzaamheidsclaims
The term lists use the examples the directive gives in its English, Dutch, German and French versions, plus common shop phrasing with the same meaning.
Last checked: 17 October 2026
This tool helps you find phrases to review. It is not legal advice and cannot confirm that copy complies with national law.
How the green claims checker works
The checker compares your copy with term lists for English, Dutch, German and French. Each list starts from the examples in the directive itself, such as "eco-friendly", "klimaatneutraal", "umweltfreundlich" or "respectueux de l'environnement", and adds phrases shops use for the same idea.
Every match gets the rule it points to and a level. Likely restricted means the phrase is one of the directive's examples or a close variant. Check means the phrase is a claim only in some readings, or can be fine with the right proof, such as an energy class A for "energy efficient".
Regulated organic terms such as "organic", "bio" or "biologisch" are not flagged, and neither are the names of the EU Ecolabel or the energy label. A number in the same sentence lowers a generic claim to Check, because a clear specification next to a claim can make it specific.
The checker reads text only. It doesn't see logos, colours or images, which can also be claims, and it doesn't know what proof you hold. Use it to find the phrases to review, then decide with that proof in hand.
You checked one product. Your catalog has the same phrases everywhere.
In WISEPIM, Bulk Enrich rewrites the fields you tick across every product you select, with your own prompt per field, for example one that asks for specific, measurable environmental facts instead of generic claims. You see the product count and an estimated credit cost before it starts.
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Frequently asked questions
From when do the new EU rules on green claims apply?
Directive (EU) 2024/825 required EU countries to adopt their national rules by 27 March 2026 and to apply them from 27 September 2026. The rules work through each country's own consumer protection law.
Is "eco-friendly" banned in product descriptions?
As a generic claim, yes, unless you can show recognised excellent environmental performance relevant to the claim, such as the EU Ecolabel. A claim also stops being generic when its specification is given clearly and prominently on the same page.
Can I still say a product is climate neutral?
Not when the claim rests on offsetting emissions. The directive bans claims of a neutral, reduced or positive greenhouse gas impact based on offsetting. A claim based on the product's actual lifecycle impact is not covered by that ban.
Does the checker flag "organic" or "bio"?
No. Organic terms are regulated by their own EU rules and are not environmental claims in the sense this checker looks for. It also leaves the names of the EU Ecolabel and the energy label alone.
Is my text sent anywhere?
No. The checker runs in your browser. Your copy is not sent to WISEPIM or anyone else, and nothing is stored.
Does no result mean my copy complies?
No. The checker reads text only and works from term lists. It doesn't see logos, colours or images, and it can miss claims phrased differently. It is not legal advice.
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