As of 27 September 2026, the amendments to the Italian Consumer Code introduced by Legislative Decree No. 30 of 20 February 2026 apply in Italy. The decree transposes Directive (EU) 2024/825 of the European Parliament and of the Council of 28 February 2024 on empowering consumers for the green transition through better protection against unfair practices and through better information.

Businesses are required to review the environmental claims used in advertising, packaging, labels, websites, e-commerce platforms and social media. Among other things, the new rules prohibit generic environmental claims, the use of sustainability labels that do not meet the prescribed requirements, the extension to an entire product of environmental benefits that relate only to one of its specific aspects, and absolute claims, such as “Net Zero”, based on greenhouse gas emissions offsetting.

The management of existing stocks of products and packaging that have already been manufactured or placed on the market is particularly problematic, especially where they have a long shelf life. In this respect, the interpretative guidance issued by the European Commission and the Italian Ministry of Enterprises and Made in Italy (MIMIT) will be particularly relevant. It also remains to be seen how the new prohibitions will be applied in practice by the Italian Competition Authority (AGCM), the Italian Advertising Standards Authority (IAP) and the other competent authorities.

categoria:European Case Law