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The end of “creative” green marketing: new rules for sustainability communication

13.05. 2026
line-arrow The end of “creative” green marketing: new rules for sustainability communication

The implementation of the European Directive into Czech law marks a major turning point in the field of sustainability marketing. The era of vague “green” slogans is coming to an end, replaced by strict rules based on evidence and transparency. For companies, this means the need to rethink communication and processes, while for consumers, it means greater certainty that environmental claims correspond to reality.

The European directive aimed at strengthening consumer rights for ecological transformation is gradually being reflected in Czech legislation. The forthcoming amendment to the Consumer Protection Act brings a significant tightening of the rules for marketing claims about sustainability and sets clear boundaries between legitimate communication and so-called “green” marketing. greenwashing.

Sustainability is increasingly important to consumers – according to available data, up to 58% of Czech consumers consider it when making purchases. At the same time, however, the line between a genuine environmental benefit and a marketing shortcut is often blurred, even without deliberate deception. The new rules aim to remedy this situation and increase transparency of information.

Companies are facing a fundamental change of approach. If they do not want to risk heavy fines, they have until 27 September 2026 to audit their marketing messages and adapt them to the new requirements, which will then be strictly enforced.

Four key changes that will affect marketing

1. No more vague “eco” claims without evidence

The common practice of using generic labels such as “eco”, “bio” or “environmentally friendly” without a clear basis is coming to an end. Now, such claims will only be allowed if the product is demonstrably supported by a recognised third party certification (e.g. EU Ecolabel). In-house labelling or unverified “quality labels” will be added to the list of prohibited practices.

2. Prohibition of claims based on offsetting

Marketing based on emission offsets (e.g. tree planting) will not be used to claim that a product is ‘carbon neutral’ or has a positive environmental impact. Environmental communication must relate to the real characteristics of the product and its life cycle, not to external offsets.

3. Stricter rules for future claims

Statements such as “we will be 100% sustainable by 2030” will be considered misleading if they are not backed up by a clear, concrete and publicly available commitment. Thus, companies must document their future goals in detail and communicate their performance transparently.

4. General tightening of the definition of unfair practices

The amendment clarifies the definition of unfair commercial practices in the area of environmental claims and significantly expands the supervision of marketing communications. This means that even unintentionally misleading communications can now be sanctioned.

What it means for companies

The new legislation represents not only a regulatory obligation for companies, but also a strategic call. Sustainability communication will need to be accurate, verifiable and consistent with the real-world performance of products and the company as a whole. Failure to do so could result in fines of up to CZK 5,000,000.

But change also brings opportunity – businesses that invest in true sustainability and transparent communication can gain a competitive advantage and greater customer trust.

Source.

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