“Green”, “eco-friendly”, “low environmental impact”
These are all expressions that have appeared for years on product packaging, eCommerce product pages, and advertising campaigns, often without it being truly clear what they actually meant. Under the new European rules against greenwashing, however, environmental claims are entering a new era: simply suggesting sustainability will no longer be enough—it will have to be proven.
With Directive (EU) 2024/825, known as the Empowering Consumers for the Green Transition Directive, the European Union has introduced a new regulatory framework to combat greenwashing by strengthening transparency requirements and prohibiting generic environmental claims or claims that are not supported by verifiable evidence. Following its transposition by the Member States, the new provisions will apply from 27 September 2026, marking a significant change for businesses communicating their environmental commitments.
This is more than just a regulatory update—it signals a broader transformation involving manufacturers, retailers, eCommerce businesses, and logistics operators. In this article, we explore what the new EU rules require, how they will affect eCommerce, and why last-mile logistics will also need to take a significant step forward in terms of transparency, measurability, and credibility.
What do the new EU rules on greenwashing require?
According to the European Commission, more than half of the environmental claims currently found on the market are vague, misleading, or unsupported by adequate evidence, while around 40% are not backed by any verifiable proof. For this reason, the new legislation introduces a series of prohibitions and obligations that will directly affect commercial communications.
Companies will no longer be allowed to use generic claims such as “eco-friendly,” “environmentally friendly,” or “green” without demonstrating recognised outstanding environmental performance. Voluntary sustainability labels that are not based on approved certification schemes will also be prohibited, as will environmental claims based solely on carbon offsetting.
The purpose of the new EU rules on greenwashing is not to restrict companies’ environmental communication, but to make it verifiable, comparable, and genuinely useful for consumers.
eCommerce and logistics will need to change the way they communicate sustainability
In recent years, sustainability has become one of the most powerful marketing messages for many brands. From packaging and eCommerce websites to advertising campaigns and product pages, environmental claims have become a standard part of corporate communication.
The new regulatory framework fundamentally changes this approach. The key question will no longer be “What can we claim?” but rather “What can we actually prove?” This represents a cultural shift before it is even a regulatory one.
Consumer trust will no longer be built through broad sustainability statements, but through verifiable data, recognised certifications, and transparent information covering the entire product lifecycle.
From promises to proof: the new transparency required by the market
Sustainability is therefore becoming something that must be measured. As mentioned above, it will no longer be enough to claim that a product is more sustainable. Companies will need to explain according to which criteria, using which methodology, and based on what evidence.
This principle increasingly extends to aspects such as product durability, repairability, recyclability, the availability of spare parts, and the information provided before purchase. Directive (EU) 2024/825 is specifically designed to help consumers make more informed purchasing decisions by providing greater transparency about the lifespan and characteristics of the products they buy.
What will change for product pages and the shopping experience?
For eCommerce businesses, product pages will be one of the areas where these changes become most visible.
Environmental information will need to be more precise, properly documented, and easy to understand. Consumers will increasingly expect clear information about product lifespan, the availability of software updates and spare parts, recognised certifications, and, more broadly, the evidence that enables them to assess a product’s sustainability in a meaningful way.
This means that the shopping experience itself is also set to evolve.
Environmental information will no longer be just another marketing message—it will become an integral part of the customer’s purchasing decision. For businesses, this also represents an opportunity to build greater trust, reduce reputational risk, and differentiate themselves through genuinely transparent communication.
Why sustainability also concerns last-mile logistics
The sustainability of a purchase does not end when the customer places an order. Delivery itself also makes a significant contribution to the overall environmental impact of eCommerce.
Failed delivery attempts, additional transport miles, fragmented deliveries, and low vehicle utilisation all increase emissions and reduce the efficiency of the entire supply chain. This is why interest is growing in alternative delivery models such as pickup points and parcel lockers, which consolidate deliveries, reduce unnecessary journeys, and improve last-mile efficiency.
Naturally, simply adopting a technological solution is not enough to define it as sustainable. Here too, real value comes from the ability to measure its impact and communicate the results transparently.
As a result, the sustainability of logistics, just like that of products, will also need to be demonstrable.
Measuring sustainability will become a competitive advantage for eCommerce
The new European rules on greenwashing should not be viewed simply as another compliance requirement. For many businesses, they represent an opportunity to rethink their relationship with customers.
Companies that can document their environmental impact, adopt clear performance indicators, and communicate verifiable data will strengthen their credibility and stand out in a market that increasingly values transparency.
Ultimately, sustainability becomes a matter of trust—and trust remains one of the strongest competitive advantages in eCommerce.
How GEL Proximity contributes to more sustainable Out-of-Home logistics
In this context, proximity logistics is becoming increasingly strategic.
GEL Proximity enables retailers, carriers, and logistics operators to integrate more than one million pickup points and parcel lockers already operating worldwide through a single integration. This supports more efficient delivery models and improves last-mile management. The goal is not simply to expand the range of available delivery options, but to help build an increasingly interoperable Out-of-Home ecosystem capable of optimising logistics flows while making better use of existing infrastructure.
In a market where sustainability must increasingly be measurable and demonstrable, having access to reliable data and more efficient logistics is becoming an increasingly valuable competitive advantage.
The new European rules on greenwashing therefore represent a genuine paradigm shift. They change not only how companies communicate sustainability, but also how they design it, measure it, and integrate it into their operations. For eCommerce businesses and logistics providers, the challenge will not be finding new slogans, but building business models that are genuinely more efficient, transparent, and credible. In the new framework established by the European Union, sustainability will no longer be a promise to communicate—it will be a value to demonstrate.
Want to make your logistics truly more efficient and sustainable?
Discover how GEL Proximity helps retailers, marketplaces, carriers, and logistics operators develop a more efficient, interoperable Out-of-Home strategy aligned with their sustainability goals.
Contact us today or request a demo to discover how we can support your project.
