You have a new hoodie. The fabric is nice, the print is sharp, and you want the hangtag to say something good about it. So you write “eco-friendly”. Two words, no harm done.
Until a few days ago, that was a normal thing to do. Since 27 September 2026, in the European Union, it can be a problem.
This post explains what changed, in plain words, and what a small clothing brand can write on a label instead. It is a guide, not legal advice. Rules are applied by each EU country, so if you are unsure, ask a lawyer who knows consumer law in your market.
What changed on 27 September 2026
A new EU law, Directive (EU) 2024/825, started to apply on that date. People in the industry call it EmpCo, short for “Empowering Consumers”. It changes the EU rules on unfair commercial practices. The goal is simple: when a brand tells shoppers that a product is good for the planet, the claim should be true and easy to check.
The law is about what you say to consumers. That means hangtags, woven labels, packaging, product pages, social posts and ads. If a shopper in the EU can see it, it counts.
Four things the new rules go after
1. Broad claims with nothing behind them. Words like “eco-friendly”, “green”, “sustainable”, “climate-friendly” or “nature-friendly” are called generic environmental claims. You can only use them if you can show recognised excellent environmental performance. The European Commission gives examples of what that means, such as meeting the EU Ecolabel or an ISO Type I ecolabel. Most small brands will not have that. So the safe move is to drop the broad words and say something specific instead.
2. Your own sustainability badge. A leaf icon, a “planet score” or a “Green Collection” seal that you made yourself is a problem. A sustainability label now has to come from a public authority or from a proper certification scheme, run by an independent third party. A badge you designed in a free tool does not pass.
3. A claim about the whole product when it only covers one part. “Sustainable shirt” is a good example. Maybe the cotton is organic, but the shirt also has a polyester print, plastic packaging and a long trip to the customer. If the good news is about one part, say which part.
4. “Carbon neutral” because you paid for offsets. A product cannot be called neutral, reduced or positive for the climate just because the brand bought carbon credits somewhere else. Claims about the future (“we will be net zero by 2030”) also need a real, checked plan behind them.
Does this apply to shirts that are already printed and stored?
Yes, it can. The Commission’s guidance says that products already on the market have to follow the new rules too. That means a brand may need to cover the claim, change the packaging or add information at the point of sale. A box of 300 hangtags that say “eco-friendly” is a problem you may have to fix by hand.
Websites and marketplace listings are even easier to check, and easier to fix. Start there.
What you can write instead
The good news is that specific facts are still welcome. The trick is to be precise and to have a document for every claim. A few examples of the difference:
- Instead of “eco-friendly t-shirt”, write “made from 100% organic cotton”, but only if your supplier can give you the certificate and the batch paperwork.
- Instead of “sustainable packaging”, write “mailer bag made from 80% recycled paper”, but only if the packaging supplier states it in writing.
- Instead of “green collection”, write what is actually different, for example “dyed without X” or “print uses water-based ink”, and say what is the same as before.
- Instead of a home-made badge, show the real logo of a certification, with the certificate number if it has one, and link to the certifier’s page.
A simple test helps: could a customer, a journalist or a market authority ask “how do you know?” and could you answer with a paper in under a minute? If not, the sentence is too big for your label.
A quick checklist before your next order
- List every environmental word on your labels, packaging, website, ads and social posts. Include collection names.
- Mark each one as generic (“green”), a badge, a whole-product claim, a carbon claim, or a specific fact.
- Remove or rewrite the first four. Keep the specific facts that you can prove.
- Ask your fabric and trim suppliers for written proof, such as certificates, recycled content statements and test reports. Save the files in one folder.
- Check old stock: hangtags, polybags, stickers, boxes. Decide what to relabel or reprint.
- Plan the wording before production starts, not after the shirts arrive. A label is cheapest to fix on paper.
Why this matters for small custom orders
When you order 100 or 200 pieces, every label, hangtag and print location is a decision made once. If the wording is wrong, you cannot easily change it later. That is a good reason to settle your claims early, together with the tech pack, so the factory prints what you can actually stand behind.
It also helps to remember that the factory cannot make a claim true for you. A manufacturer can tell you which fabric and process was used. Whether the words on your label are allowed is your responsibility as the brand selling to EU shoppers.
Quick questions people ask about this
Can I still use the word “sustainable” on my clothing label in the EU? Not on its own. As a broad claim, it needs recognised excellent environmental performance behind it. A specific, provable statement, such as the exact fibre or process you used, is the safer path.
What does the EU mean by a “generic environmental claim”? It means a broad, unspecific statement about a product’s environmental quality, such as “eco-friendly”, “green” or “climate-friendly”, where the exact benefit is not stated on the same medium.
Can I put my own eco logo on a hoodie? A sustainability label has to be based on a certification scheme or set up by a public authority. A badge you created yourself does not meet that rule.
Do the rules apply to stock I made before 27 September 2026? The Commission’s guidance says products already on the market must follow the rules too. Brands may need to cover or change claims on labels and packaging, and update product pages.
Can I say my t-shirt is carbon neutral if I buy offsets? No. Offset-based claims that a product is neutral, reduced or positive for the climate are banned. You may be able to mention offsets as separate information, but not as proof that the product has no impact.
Related reading on this site:
- What really sets the price of a custom t-shirt
- What is a tech pack? The checklist every brand needs before production
- Why sampling matters before bulk production
- Custom clothing manufacturer in Turkey, for European brands
Disclaimer
This article is for general information only. It is not legal advice, and it is not an official statement of EU law. We are a clothing manufacturer, not a law firm or a public authority. We wrote it in plain words to help brands understand the topic, and some detail is left out on purpose.
Rules can change, and each EU country applies Directive (EU) 2024/825 in its own national law, sometimes with different wording, timing or enforcement. Please do not rely on this article alone. Before you print a claim on a label, a package or a website, check the official text and guidance, such as EUR-Lex and the European Commission’s consumer pages, and the website of the consumer authority in the country where you sell. If the claim matters to your business, ask a qualified lawyer.
Custom Apparel Istanbul accepts no liability for decisions made only on the basis of this article.
