Verein für Konsumenteninformation (VKI): Austrian VKI outlines new rules on greenwashing and environmental mar
On 27 September 2026, Austria implemented stricter legal requirements for environmental marketing claims ('Green Claims') based on EU Directive 2024/825, transposed via the UWG-Novelle BGBl I Nr 58/2026. The new rules prohibit vague environmental terms without proof of recognized superior environmental performance, ban claims of carbon neutrality based solely on offsetting, and restrict misleading sustainability seals and future environmental promises without clear commitments. The VKI highlights these changes to prevent misleading greenwashing practices and ensure truthful environmental advertising.
Verein für Konsumenteninformation (VKI)
Date Added
25 October 2026 at 00:11:47
Why it matters
These updated regulations clarify and strengthen prohibitions against misleading environmental claims, requiring companies to substantiate green marketing with credible certifications and transparent evidence. Compliance will reduce greenwashing risks and enhance consumer protection in Austria.
Cite this case: EcoAppraise (2026) 'Verein für Konsumenteninformation (VKI): Austrian VKI outlines new rules on greenwashing and environmental mar', Global Enforcement & Advisory Registry. Available at: https://www.ecoappraise.com/cases/verein-für-konsumenteninformation-vki-austrian-vki-outlines-new-rules-on-greenwashing-and-environmental-mar (Accessed: 29 October 2026). Original source: Verein für Konsumenteninformation (VKI), 27 September 2026.
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