EU Green Rules Pose Risks to Brand Trademarks and Packaging

Upcoming EU rules on green claims and consumer protection are raising compliance concerns for trademark owners across industries. The Empowering Consumers for the Green Transition Directive and proposed Green Claims Directive, set to take effect in September 2026, prohibit vague or unsubstantiated environmental claims, including those embedded in brand names, logos, or packaging designs.

World Trademark Review reports that these measures could affect core trademarks and force brands to alter packaging to avoid greenwashing allegations. Generic terms like "eco," "green," or "sustainable" used in marks or labels may require substantiation or removal. Companies risk invalidation of marks or enforcement actions if claims are deemed misleading.

Legal experts note that trademarks conveying environmental messages must meet new verification standards. Member states may refuse registration or challenge existing marks. Brands are advised to review portfolios for compliance ahead of the deadlines.

The rules aim to standardize environmental marketing and protect consumers from deceptive practices.

Sources: https://www.worldtrademarkreview.com/article/eu-green-rules-threaten-core-trademarks-and-packaging-brands-face-compliance-cost-and-stranded-stock-risks https://legalblogs.wolterskluwer.com/trademark-blog/latest-developments-in-eu-green-trademarks-part-i/