New European Rules for Sustainability Claims. Is Your Label Ready for 2026?

From 27 September 2026, stricter European rules on sustainability communication will come into force in the Netherlands. The new legislation is designed to better protect consumers from greenwashing and imposes higher standards on claims used on packaging, websites, and marketing materials.

For many brands, this means existing labels, product descriptions, and marketing materials will need to be reviewed and reassessed.

For every brand, this is a good opportunity to look ahead to future production runs, label reprints, and new product launches.

Why This Matters

In recent years, terms such as sustainable, green, eco friendly, environmentally friendly, and biobased have become increasingly common on packaging and in marketing communications.

Under the new regulations, such claims may no longer be used without clear substantiation.

This does not mean sustainability claims will disappear. It does mean that claims must be formulated more specifically and be demonstrably supported.

A general claim such as:

"Environmentally friendly formula"

will often no longer be considered sufficiently specific.

A claim such as:

"This formula consists of 85% renewable raw materials by weight."

or

"This formula contains no fossil based solvents."

clearly explains the basis of the claim and can be supported by technical documentation.

The new legislation shifts the focus from broad sustainability promises to concrete and verifiable product characteristics.

Existing Labels Also Deserve Attention

Many packaging designs and labels were developed during a period when sustainability claims were assessed differently than they are today.

As a result, existing labels, websites, or product information may contain claims that need to be reviewed under the new regulations.

We therefore recommend conducting an inventory of existing communications in good time, allowing any necessary adjustments to be incorporated into future label reprints, production runs, or product updates.

What Does This Mean for Your Brand?

We recommend critically reviewing the following:

• Claims on labels and packaging
• Claims on websites and webshops
• Product information sheets
• Sales brochures
• Advertisements and social media content
• Symbols, icons, and sustainability badges

Not only text, but also visual elements can contribute to a sustainability claim.

Significant Changes for Plant Based Products as Well

At Airogroup, we develop and manufacture plant based lubricants and cleaning products for a wide range of brands.

For that reason, we closely monitor these developments.

Terms such as plant based, biobased, natural, and renewable will increasingly require substantiation. This does not mean these terms will disappear, but it does mean that brands must be better able to demonstrate the basis for such claims.

Brands that can support their communications with factual product characteristics, technical documentation, and transparent information will be better prepared for the future.

How Airogroup Can Help

Many brands are currently asking questions such as:

• Which claims can we continue to use?
• Which claims may require adjustment?
• What supporting documentation is available for our products?
• What information can we provide to retailers and consumers?
• When should labels be updated?

As a developer and manufacturer, we are happy to help assess existing claims, available substantiation, and possible alternatives that better align with the new regulations.

In doing so, we consider product characteristics, available documentation, and technical information already generated during the product development process.

Supporting claims does not mean that formulations or commercially sensitive information need to be disclosed. The objective is to ensure that a claim is demonstrable, verifiable, and defensible if questions are raised.

Start Early

Experience shows that packaging updates are often combined with new production runs or label reprints. By assessing potential claim related issues in advance, you can avoid unexpected changes at the last minute.

Are you currently using sustainability claims on packaging, labels, or in your marketing communications? Then now is a good time to review them critically.

Do you have questions about the impact on your products, or would you like to discuss existing claims and future label updates?

Feel free to contact our team. We are happy to help you develop an approach that fits your brand, products, and ambitions.