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Many small businesses are proud of the choices they make to reduce waste, reuse materials or produce goods in a more environmentally responsible way.
You might describe your products as “eco-friendly”, “green”, “sustainable”, “natural” or “better for the environment” on your packaging, website, social media pages or stall signs.
From 27 September 2026, new consumer protection rules will strengthen the requirements around these types of environmental claims. The aim is to protect customers from vague or misleading claims and make it easier for them to understand what genuinely makes one product more environmentally friendly than another.
What is changing?
Businesses will need to be much more careful about making broad environmental statements without clear evidence to support them.
Generic terms such as:
- Eco-friendly
- Environmentally friendly
- Green
- Sustainable
- Biodegradable
- Climate-friendly
- Kind to the environment
- Carbon-friendly
could be considered misleading when they suggest that a product has an excellent environmental performance but the business cannot demonstrate this.
This does not necessarily mean that traders can never mention the environmental benefits of their products. It means that claims should be clear, specific, accurate and supported by reliable evidence.
For example, instead of describing an entire product as “eco-friendly”, it may be more appropriate to state a specific fact such as:
- “Packaging made from 100% recycled cardboard”
- “This bag can be refilled and reused”
- “Made using fabric recovered from manufacturing offcuts”
- “Outer packaging is widely recyclable in Ireland”
However, traders must still be able to prove any specific statement they make.
Sustainability labels will also be affected
Businesses should be careful about placing their own green symbols, leaves, badges or “planet-friendly” labels on products.
Under the new rules, displaying a sustainability label that is not based on a recognised certification scheme or established by a public authority may be prohibited. This means that businesses should not design a badge that looks like an independent environmental certification when it is simply their own marketing label.
If you use a sustainability logo supplied by a manufacturer, wholesaler or packaging company, check what it means and whether there is evidence behind it before repeating the claim to your customers.
What about carbon-neutral claims?
Claims that a product has a neutral, reduced or positive impact on the environment because greenhouse gas emissions have been offset will also be prohibited.
A business should not describe a product as “carbon neutral”, “climate neutral” or “climate positive” solely because carbon credits or offsetting arrangements have been purchased.
This includes your social media and stall signs
These rules are not limited to information printed on product packaging. They can apply to environmental claims made through:
- Websites and online shops
- Facebook and Instagram posts
- Product descriptions
- Advertising
- Flyers and brochures
- Stall signs and banners
- Labels, stickers and packaging
- Verbal claims made to customers
Even the overall presentation of a product, including colours, symbols and images, could contribute to an environmental claim if it gives customers a misleading impression.
What should traders do now?
If you currently promote products as sustainable, green or eco-friendly, take a little time to review the wording you use.
Ask yourself:
- What exactly am I claiming?
- Can I explain what makes the product environmentally better?
- Do I have evidence from the manufacturer or supplier?
- Does the claim apply to the entire product or only one part of it?
- Could a customer misunderstand what I mean?
- Am I using a green badge or symbol that looks like independent certification?
Keep copies of supplier information, certificates, test results or other documents that support the claims you make. If you cannot confirm a broad environmental claim, it may be safer to replace it with a clear and specific factual description.
Why this matter?
Environmental wording has become very common, particularly among crafters, makers, clothing sellers, refill businesses, food producers and traders using recycled or repurposed materials.
Most small businesses are not deliberately trying to mislead anyone. However, familiar phrases such as “eco-friendly” and “sustainable” can be broader than they first appear. The safest approach is to tell customers exactly what makes the product different and make sure you can support what you say.
The new rules take effect in Ireland on 27 September 2026, so now is a good time to review your labels, packaging, online product descriptions and promotional material.
Official information:
https://www.irishstatutebook.ie/eli/2026/si/124/made/en/print
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Grainne & Greg
Just a little reminder: This article provides general information for traders and should not be considered legal advice. If you are uncertain whether a particular environmental claim complies with the new requirements, you should seek appropriate professional advice.