Green claims now need evidence
Words like “green”, “eco-friendly” and “climate neutral” are no longer enough. New EU rules – already adopted in Norway – require that environmental claims made to consumers can be documented. As an independent, non-profit foundation, we help companies find out which claims hold up, and build the documentation behind them.
What the new rules mean
The EU directive on empowering consumers for the green transition (EU 2024/825) tightens what companies may say about the environmental performance of their products.
Restricted
“Green”, “eco-friendly” or “sustainable” only with documented, recognised excellent environmental performance.
Must be documented
If you say something concrete about a product, you must be able to back it up.
The part is not the whole
A claim about one part of a product cannot be presented as applying to the whole product.
No neutrality through offsets
Claims of neutral, reduced or positive climate impact based on offsetting are banned at product level.
Stricter rules for labels
Sustainability labels must be based on a certification scheme or set by public authorities.
Targets need a plan
“Net zero by 2040” requires concrete commitments, a realistic plan and independent monitoring.
This is a plain-language summary, not legal advice. For an assessment of your specific claims, talk to your lawyer or see the Norwegian Consumer Authority’s guidance.
The timeline
- 27 Sep 2026 · EUThe rules apply in all EU member states. Norwegian companies selling to consumers in the EU are already covered.
- 2026 · NorwayThe Storting has adopted the amendments to the Marketing Control Act (Prop. 38 LS 2025–2026).
- H1 2027 at the earliestThe rules enter into force in Norway once incorporated into the EEA Agreement. The date is not yet set.
- Already todayThe Consumer Authority already expects claims to be documented. There is no formal transition period.
Breaches of the Norwegian Marketing Control Act can lead to an infringement fine of up to 4% of the company's annual turnover or NOK 25 million, whichever is higher. The reputational cost of an unfounded claim comes on top.
Does this apply to you?
- Yes, if you market products or services with environmental claims to consumers, directly, online or through retailers.
- Retailers and chains are responsible for what they say about the products on their shelves and websites, including their own brands.
- Suppliers to consumer brands are not covered directly, but their customers will ask them for data that holds up.
- Purely business-to-business companies are not covered by these rules.
This is not just a marketing matter. Two questions are a good place to start:
- Which sustainability claims do we use today?
- Can we document each of them?
From slogans to documentation
The new rules are part of a larger shift. Consumers, investors and customers increasingly expect environmental claims to be backed by evidence, and the EU is following up with digital product passports, starting with batteries in 2027 and then textiles, furniture and construction products. Each passport will need environmental data that can be traced back to its source.
Seen this way, the rules are a clean-up, not just a burden. Companies that can document their choices will stand out from those that only talk about them.
“The winners of the future are unlikely to be those who say the most about sustainability.”— Bjørn Kjærand Haugland, Initiator and Chair of the Board
How we help you document your claims
We do not judge whether a claim is legal. We build the decision basis behind it: what the impact is, compared with what would otherwise have happened, using your operational data and research factors, each with a named source.
Review your claims
We go through the environmental claims you use today and identify what is documented and what is missing.
Typically about 4 weeksDocument the impact
A model compares your product or choice with a clear baseline, with the same system boundary and unit. Assumptions, data sources and uncertainty are shown openly.
Keep it up to date
The model lives on in TerraLight, so the documentation can be updated as your data improves. Decision-relevant first, precise over time.
Independent, non-profit and research-based
Non-profit foundation
We have no products to sell and no interest in a particular result. Our job is to give you a decision basis you can stand behind.
Built on research
Our models use peer-reviewed research and are developed together with NTNU, UiB, NMBU and NHH.
Open method
The research part of every model is open. Your figures are only published if you want them to be.
Built to be reviewed
Every assumption and source is visible, so your lawyer, auditor or eco-label can review the documentation.
What we are not
We provide the facts that a claim, a label or a product passport is built on, and we are happy to work alongside your lawyer, auditor or eco-label.
Common questions
We already have EPDs. Is that enough?
EPDs are a good starting point. A claim to consumers must still be specific and understandable, and often involves a comparison. That is the part we help build.
When do we need to be ready?
If you sell to consumers in the EU, the rules apply now. In Norway, they are expected to enter into force in the first half of 2027 at the earliest, and the Consumer Authority already expects claims to be documented.
Can you certify our product?
No. We document the impact. Certification and labels are issued by others, such as the Nordic Swan Ecolabel or the EU Ecolabel.
Is this only about climate?
No. The rules cover all environmental claims, such as recycled content, durability or resource use. Our models can include several impact categories.
Which claims do you use today?
Send us one claim you use today, and we will tell you what it takes to document it.
Let's talk