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Unfair Commercial Practices Directive (UCPD)
The EU's main consumer protection law against misleading and aggressive commercial practices. It applies to all business-to-consumer communication, including environmental claims, and is enforced by national consumer authorities.
Annex I of the directive lists practices that are unfair in all circumstances. The EmpCo Directive added several environmental practices to that list from 27 September 2026.
EcoAppraise context
Most EU greenwashing cases are brought under national laws implementing the UCPD. A claim can be misleading under the UCPD even when every word is technically true, if the overall impression deceives the average consumer.
Related terms
EmpCo Directive; Environmental Claim; Implied Claim; Greenwashing; Average Consumer; Misleading Omission
Enforcement cases
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