EU's 'greenwashing' directive to take effect in Poland Sept. 27

Poland is set to implement a new European Union directive aimed at curbing "greenwashing" by requiring clearer and more substantiated environmental claims in advertising.

Directive (EU) 2024/825, adopted on February 28, 2024, will take effect in Poland on September 27, 2026, through a draft law currently under parliamentary review. While the directive itself does not impose new obligations on businesses, as misleading practices were already prohibited under existing Polish law, it significantly clarifies what constitutes a misleading environmental claim.

Parliamentary committees have reviewed the draft law, suggesting the Office of Competition and Consumer Protection (UOKiK) consider revisions. The goal is to ensure that terms like "eco," "green," or "sustainable" are backed by concrete evidence. The new regulations aim to strengthen consumer protection against vague environmental assertions, preventing situations where a claim about, for example, recycled packaging might mislead consumers into believing the entire product is environmentally friendly.

This move follows increased scrutiny from UOKiK regarding environmental marketing. In January 2026, the office filed charges against companies including Bolt, Tchibo, and Zara for alleged greenwashing practices. Businesses found to be engaging in unfair market practices risk fines up to 10% of their annual turnover.

The directive emphasizes that companies must possess objective proof for any environmental claims they make. This may lead businesses to re-evaluate their marketing strategies, potentially withdrawing campaigns that carry a higher risk of legal repercussions than potential benefits.