Italy takes a decisive step against greenwashing. With the legislative decree approved by the Council of Ministers, which implements the EU Directive 2024/825 on green claims, the rules of the game are changing for those who communicate sustainability.
The Consumer Code is updated and aligned with the European strategy which aims to stamp out vague, unproven or openly misleading environmental declarations. The message is clear: it is no longer enough to “look” green. Now we need to prove it, numbers in hand.
In short, the decree strikes at the heart of a widespread practice, especially in sectors such as fashion, textiles, cosmetics and consumer goods: the casual use of environmental slogans. Expressions such as “eco-friendly”, “green”, “neutral” or “zero impact” become risky if not supported by solid, verifiable and comparable evidence.
It’s not a regulatory nuance: it’s a paradigm shift. Those who communicate must be able to demonstrate, throughout the entire life cycle of the product, that what they declare corresponds to reality.
What changes for companies
Among the most important innovations is the obligation to clearly inform the consumer about the durability and repairability of the products. A harmonized European durability label is also arriving, designed to make it immediately understandable how long an asset is intended to last over time. A direct blow to planned obsolescence and “disposable” marketing masquerading as sustainability.
The decree introduces harmonized definitions of:
Things are changing even in online contracts, with standardized notices on the legal guarantee and the real characteristics of the products purchased. Companies will need to invest in traceability, shared metrics and reliable certifications. Otherwise, incorrect practices may be sanctioned by the Competition and Market Authority. And there will no longer be talk of symbolic references.
The Italian decree is part of a broader European strategy against greenwashing and socialwashing. The objective is therefore twofold: to protect consumers and reward companies that truly invest in durable, repairable and recyclable products, not just in well-packaged advertising campaigns.
Clearer rules also mean fairer competition. And, on international markets, where the demand for truly sustainable products is growing, those who have invested in measurable sustainability will finally be able to stand out.
In summary, less slogans, more facts. For companies it is the end of ambiguity and for consumers extra protection. For the environment, finally, a step in the right direction.
