On 20 June 2025, just days before planned trilogue talks between the European Parliament and Council, the European Commission abruptly decided to withdraw its proposed Green Claims Directive, first introduced as part of the 2023 European Green Deal. Intended to enforce credible, documented environmental claims by businesses across the EU, the directive faced significant resistance—most notably from the European People’s Party, which raised alarm about its complexity and administrative burden in a letter sent on 18 June.

Despite the withdrawal, existing measures against greenwashing remain in force—most critically the Unfair Commercial Practices Directive (UCPD) of 2005, which bans misleading environmental claims. Moreover, the upcoming Empowering Consumers Directive (effective 27 September 2026) will bolster enforcement by tightening rules on substantiating environmental claims. The Commission’s step-back highlights the delicate task of supporting sustainability ambitions while avoiding undue burdens on businesses—and leaves open the possibility of a reworked proposal in the future.