The new Italian legislation against greenwashing dramatically changes the green gadgets sector, introducing specific obligations for all companies that use environmental declarations in commercial communication. From 27 September 2026, stricter rules will come into force on environmental claims applied to promotional products such as water bottles, notebooks, shoppers, pens, backpacks and company accessories. The law transposes EU Directive 2024/825, published on 9 March 2026, and imposes stricter standards to combat misleading advertising practices related to sustainability.
What changes with the new law
Companies will no longer be able to use generic terms such as “green”, “eco”, “sustainable” or “carbon neutral” without demonstrating the validity of these claims in a concrete and verifiable way. In fact, the legislation establishes that every environmental claim must be supported by recognized certifications, technical documents and traceable data.
This measure also concerns corporate gadgets: a sector that has recorded impressive growth in recent years, thanks to the spread of ESG strategies and sustainable communication. An example of this can be found by consulting this page on ecological gadgets, containing a catalog that includes products with regular certifications.
The law therefore introduces a very clear principle. Companies must demonstrate with objective evidence any environmental claims used in product promotion. A simple reference to recycled materials or sustainable production processes will no longer be sufficient, in the absence of official certification. The checks will also concern writings printed directly on products, packaging and commercial catalogues.
The legislation also targets the improper use of ecological symbols. Many companies inserted green leaves, environmental icons or logos that recalled sustainability without any concrete documentation. From 27 September 2026 these graphics will be considered misleading if not supported by verifiable evidence.
The checks and controls of the AGCM
The Competition and Market Authority will have more extensive powers to verify any incorrect practices. The AGCM will be able to initiate checks, request technical documentation and apply very high sanctions. The legislation provides for fines of up to 10 million euros in the most serious cases of greenwashing without certified evidence. This change transforms sustainability from a simple marketing lever to a concrete regulatory obligation.
The promotional gadgets sector will therefore have to adapt quickly. Until now, many companies have used generic formulas to enhance items made from recycled plastic or natural materials, all without providing precise information on origin or certifications. From 2026 this practice, as mentioned, will no longer be allowed. Companies will have to select suppliers capable of guaranteeing complete traceability of materials and absolute compliance with internationally recognized certifications.
The most important certifications
Among the most important certifications is the FSC, used to certify the responsible origin of wood and bamboo. A bamboo notebook or pen, therefore, can only be defined as sustainable if the material comes from FSC certified supply chains. Organic cotton will also require verifiable standards such as GOTS, which certifies the entire production process in the textile sector. For recycled plastic products, RPET certification will become central, used to certify the origin of the recovered material.
