By EcoVerify, Ireland’s leading sustainability assurance provider
Irish Businesses Have Until 27 September 2026 – But Waiting Could Cost You Everything
For years, sustainability marketing has lived in a grey zone. Words like eco-friendly, green, low-carbon, and conscious have been splashed across Irish websites, packaging, and campaigns, often with good intentions, but very little proof.
That era is officially over.
From 27 September 2026, the EU Empowering Consumers for the Green Transition Directive (ECGT) will fundamentally change how Irish businesses can talk about sustainability. If your claims cannot be proven, verified, and documented, they must be removed.
No exceptions. No grace period.
And enforcement will not be theoretical.
What Is ECGT? And Why Irish Companies Should Be Paying Attention Now!
The ECGT Directive (EU) 2024/825 amends existing EU consumer protection law to directly target greenwashing. It strengthens the Unfair Commercial Practices Directive and Consumer Rights Directive with one clear goal:
Consumers must only see sustainability claims that are true, specific, and verifiable.
Ireland must transpose ECGT into national law by 27 March 2026, with full enforcement from 27 September 2026 .
From that date, Irish regulators will have explicit powers to investigate, enforce, fine, and require the removal of non-compliant claims.
The Claims That Will Get You in Trouble
ECGT doesn’t just tighten the rules, it outright bans certain practices.
❌ Banned Unless Proven
If you use any of the following without robust evidence, you are exposed:
These are classified as generic environmental claims and are prohibited unless you can demonstrate recognised excellent environmental performance (e.g. EU Ecolabel or equivalent) .
❌ Carbon Offsetting Is No Longer a Shortcut
Claims such as:
Cannot be based solely on offsetting. If your claim relies on buying carbon credits rather than reducing emissions across your actual value chain, it is banned outright .
❌ Aspirational Sustainability Claims Are Now Illegal
Statements like:
are only allowed if backed by:
Otherwise, they are considered misleading under ECGT .
What Counts as Proof Under ECGT?
Under ECGT, marketing opinions don’t count. Evidence does.
To keep a sustainability claim, Irish companies must hold documented proof, such as:
Crucially: the evidence must exist before the claim is made – not after a complaint.
Why “We’ll Deal With This in 2026” Is a Dangerous Strategy
Many Irish businesses assume they have time. On paper, they do.
In reality, they don’t.
Here’s why:
Waiting until mid-2026 risks:
ECGT Is Not Just a Compliance Problem – It’s a Commercial Opportunity
Irish companies that act early gain:
✅ First-Mover Advantage
Verified claims stand out as competitors scramble to remove theirs.
✅ Consumer Trust
ECGT aligns with growing consumer scepticism around greenwashing.
✅ Retail Confidence
Retailers will increasingly demand proof before listing products.
✅ Marketing Certainty
No last-minute panic. No pulled campaigns. No regulator letters.
How EcoVerify Helps Irish Businesses Stay Compliant – and Competitive
EcoVerify exists for one reason:
To turn sustainability claims into verified, defensible assets.
Our ECGT-Ready Verification Process
The Bottom Line for Irish Businesses
By 27 September 2026, every sustainability claim you make must be:
If it can’t be proven, it must be removed.
ECGT is coming whether you’re ready or not.
The question is simple:
Will your sustainability claims survive the audit – or disappear overnight?
Get in touch with EcoVerify today to start the verification process.
If your business is ready to move from promises to proof, we’re ready to partner with you.
🔗 Learn more at www.ecoverify.io
📧 Contact us at [email protected]
#NetZero #Sustainability #CSRD #Greenwashing #CarbonNeutral #EcoVerify #ESGVerification #Leadership #ECGT #Greenwashing
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