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Winners of new EU anti-greenwashing legislation will have proof behind their claims
By Jaclyn McCarthy2026-08-13T12:24:00
As the ECGT Directive comes into effect in September, brands that can prove their environmental claims will pull ahead, says Jaclyn McCarthy, director of brand strategy at 1% for the Planet
Marketing and packaging teams that sell products in the EU will have spent months poring over the fine print of the Empowering Consumers for the Green Transition (ECGT) Directive, trying to figure out what they will and won’t be able to say once it takes effect this September.
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