bluesign warns fashion industry to prepare for EU anti-greenwashing rules

bluesign, an SGS company, is urging fashion and textile brands, manufacturers and suppliers to get ready for the European Union’s anti-greenwashing rules before they take effect on September 27, 2026. The changes will require clearer, verifiable sustainability claims and put labels, symbols and certification marks under tighter scrutiny across products sold to EU consumers.

Why it matters: - The European Union’s new anti-greenwashing rules will reshape how fashion and textile companies talk about sustainability in the EU market. - From September 27, 2026, consumer-facing environmental and social claims must be clear, verifiable and backed by credible evidence. - The rules apply to products and services sold to EU consumers, regardless of where they are made or supplied. - Labels, symbols and certification marks will face stricter scrutiny, raising the stakes for brands that rely on sustainability messaging.

What happened: - bluesign, an SGS company, called on fashion and textile brands, manufacturers and suppliers to prepare for Directive (EU) 2024/825, known as the Empowering Consumers for the Green Transition Directive. - The company said EU Member States had to transpose the directive into national law by March 27, 2026. - The directive takes effect on September 27, 2026. - bluesign said the new rules will affect how companies market products and services to EU consumers.

The details: - The directive amends the Unfair Commercial Practices Directive and the Consumer Rights Directive. - The goal is to combat misleading environmental and social claims, often called greenwashing. - Self-certification will no longer be permitted for sustainability labeling schemes. - Generic terms such as “eco-friendly,” “green” and “climate neutral” will be prohibited unless supported by specific, verifiable and independently validated evidence. - bluesign said its new bluepass mark system replaces the former bluesign® APPROVED and bluesign® PRODUCT designations. - The three bluepass certification marks are bluepass Consumer Product for finished goods, bluepass Article for fabrics and accessories, and bluepass Chemical Product for chemical products. - Each certification is based on bluesign Criteria and evaluates performance across six areas of responsibility, including product stewardship, environmental protection and social responsibility. - bluesign said it is reviewing certification wording to improve clarity. - The company is also preparing new guidance to help brands substantiate and define sustainability claims. - bluesign said certified claims must be communicated transparently and not imply environmental benefits beyond what the assessment verifies. - The company is strengthening governance and verification processes and is progressing toward ISO 17065 accreditation, which it expects in 2026. - In the meantime, bluesign said it is reinforcing procedural safeguards to protect impartiality in verification work.

Between the lines: - The directive does more than police marketing language; it pushes brands to prove sustainability claims with documentation and independent validation. - Fashion and textile companies that rely on broad eco-labeling will likely face the most immediate compliance pressure. - bluesign is positioning its certification system as ready for the new standard while reducing the risk that its marks could be interpreted as unsupported environmental promises.

What's next: - Fashion and textile brands, manufacturers and suppliers will need to review claims, labels and certification language before the September 27, 2026 deadline. - Companies selling into the EU may need new evidence packages and tighter internal approval processes for sustainability communications. - bluesign said it will continue updating guidance and governance as it moves toward ISO 17065 accreditation in 2026. - More information is available in SGS: The ECGT Directive and the Future of Environmental Claims in Textiles and Fashion.