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Home > Use cases > Generic environmental claims (EU)

Vague green claims are banned in the EU. We help you stay compliant in every language.

Most companies have only reviewed their claims in one language. Combine your approved rules with our purpose-built governance agent to make sure you're compliant in all EU countries.

Trusted by
Oracle
Entrata
Trane Technologies
Ingersoll Rand
IBM
Spirax Sarco
SEAT
Varian
Mitutoyo
Panasonic
Oracle
Entrata
Trane Technologies
Ingersoll Rand
IBM
Spirax Sarco
SEAT
Varian
Mitutoyo
Panasonic
Empowering Consumers Directive (EU) 2024/825

From 27 September 2026, generic environmental claims are banned in the EU.

Applies from
27 Sep 2026
Transition period
None
Existing claims
Not grandfathered
Who it binds
Any company selling to EU consumers, wherever it is based
Your claims were signed off once. They sit in campaigns, documents and agency folders, and nobody has looked at them since.
Enforcement

Claims are already being challenged.

Nobody has to prove a consumer was misled. The practice is the breach. And it is not only coming from regulators - consumer and environmental groups are bringing claims too.
A German automotive group
The claim"Climate neutral" on vehicle marketing, supported by an offsetting programme.
Withdrawn - offsetting alone was not accepted as substantiation.
A Dutch airline
The claimA campaign promoting travel as environmentally responsible.
Ruled misleading - the claims overstated what the measures achieved.
An Italian textile manufacturer
The claimProduct described as eco-friendly and biodegradable in trade marketing.
Injunction granted - the claims could not be substantiated on request.
Multi-market risk

The same claim, even if correctly translated, is not the same claim in every market.

Most companies check their claims in English, or in their own language, and stop there. But a claim is judged where it is published - your German version is judged in Germany, against the German standard, not against the meaning of the English original.
Source · EN
Climate neutral by 2030
Approved 2024 · Group legal
→
ESClimáticamente neutro para 2030Pass
NLKlimaatneutraal in 2030Pass
HeldDE · Klimaneutral bis 2030
DE ADVERTISING LAW - NEUTRALITY CLAIMSThe translation is accurate. German case law requires the advertisement itself to state whether neutrality comes from reducing emissions or from offsetting them - the English original never had to say, so the German version inherits the gap.

Which means one claim is never one decision.

1
Approved claim
×
12
EU markets you sell into
×
5
Places it appears
Site · brochure · pack
Listing · deck
=
60
Separate judgements

And that is one sentence, in one campaign. Now count how many claims you have published, and in how many places. That is what a review process has to cover, every time anything changes.

See your environmental claims checked.
Book a demo
The platform

How it works

You already have the rules. They live in a brand guide, a legal sign-off, a claims matrix, and in the heads of the people everyone checks with. What they cannot do is read everything you publish. Arbitr takes those rules and runs them - continuously, in every language you publish in, before anything goes live.
The old way

Slow, manual review

Send the file to human reviewers. Wait. Pay by the word. Find out what changed after it published.

With Arbitr

Content governance as a platform

Your rules run against every change before it goes live, in every market, at the speed of AI.

What happens to a piece of content

Every change - written by a person or generated by a model - goes through the same three stages before it reaches a customer.

STAGE 01

Checks

Content is read against your approved rules for that market - defined terms, comparative claims, certification references, and the wording your legal team has already cleared.

Output · a decision per claim
→
STAGE 02

Flags

Anything that breaks a rule is held and the rule that held it is named, so the person who has to fix it knows what to change and who can approve it.

Output · a hold, with a reason
→
STAGE 03

Publishes

What passes goes live in the market it was written for, and the decision stays on the record - what was checked, against which rule, and who signed it off.

Output · live content, and an audit trail

A hold is not a block. It is the product working, and it comes with a named owner and a next step.

See the platform in full ›The trust layer between AI and your live systems.
Remediation and governance

Fix today. Then stay that way.

Two jobs, in order. First we go through what is already published and find the claims that break a rule.

Then we stay on - checking every campaign, brochure, release and deck that follows, in every market and every language.

Fixing what is live today is finite work. Everything published after it is not.

Proof

How we help

37,000
Expert reviewers in the network, across 120+ languages
25+
Years working with regulated multinationals on multilingual content
IBM Gold Partner
Technology partner
FAQ

Questions we get asked

Have a claim or market this page has not covered? Tell us what you publish, where, and in which languages.

Ask a pricing question ↗
We already have a legal review process.
Most companies do, and it works - once, in one language, before a campaign ships. What it does not cover is everything published afterwards: the market versions, the agency reworks, the sales deck built from the campaign six months later. That is where the exposure sits, and it is not a failure of your legal team. It is a volume problem.
Can this work with our existing agencies?
What happens when Arbitr holds something we need to ship today?
How much does it cost?
See your environmental claims checked.
Book a demo