Hi Reader,

In September 2026, the EU's Empowering Consumers for the Green Transition (ECGT) Directive takes full effect across all 27 member states.

Vague green claims like "eco-friendly," "sustainable," and "carbon neutral" will be uniformly banned unless you can substantiate them with verifiable, specific data.

This applies to any business selling to EU consumers, regardless of where you're located, just like the GDPR.

And even if you’re not associated with the EU at all, this is ethical marketing in practice to help you build a trusting, long-term relationship with your clients.

I’ve been waiting for this, you too?

The fines are already happening.

Shein paid €1 million. Armani paid €3.5 million. Apple was banned from using "carbon neutral" for Apple Watch in Germany.

If you're a nature-led brand doing real work, actual conservation, community benefit, emissions reductions, you finally get the advantage you deserve. When competitors can't prove their claims anymore, clear communicators get noticed.

As long as your marketing language is compliant.

I just published an in-depth yet simple guide on green claims compliance. It walks through:

• The 4-step compliance checklist
• How to replace vague claims with verifiable specifics
• Real examples from brands getting it right
• Common mistakes that trigger fines

​You can read it here.

Want help auditing your marketing claims?

I guide nature-led entrepreneurs, responsible travel brands, and Nature-based Solutions leaders to communicate impact with clarity and specificity.

If you'd like support ensuring your messaging meets 2026 standards, reply to this email and let's talk.

In service of nature,
Jessica