· The new rules for environmental communication became applicable from September 27, 2026, through GEO no. 18/2026, which transposes EU Directive 2024/825.
· Terms such as ‘eco’, ‘green’ or ‘environmentally friendly’ fall under stricter conditions: general claims must be able to be justified and supported by evidence.
· 53.3% of environmental claims analysed at European level were identified as vague, misleading or unsubstantiated, according to an analysis carried out for the European Commission.
GEO no. 18/2026 introduces new rules on the environmental communication of companies in Romania. BUCHAREST CENTER FOR ECONOMY & SOCIETY (CES Bucharest) has analyzed the new directions regarding the communication of environmental statements, which have become applicable as of September 27, 2026 and transposes a series of perspectives and practical benchmarks regarding the new requirements and their implications on companies’ sustainability messages.
In Romania, the framework is introduced by GEO no. 18/2026, which transposes Directive (EU) 2024/825 and clarifies the protection of consumers against misleading commercial practices and unsubstantiated environmental claims.
The new provisions concern the way companies communicate the environmental benefits or performance of their products, services and activities: from packaging and advertising campaigns to websites and other promotional materials aimed at consumers.
The change comes in a context where the problem of unsubstantiated environmental claims is already significant at European level. An analysis carried out for the European Commission showed that 53.3% of the environmental claims examined were vague, misleading or unsubstantiated, and 40% were not supported by sufficient evidence.
For companies, the principle is simple: the message must reflect exactly what the data can demonstrate.
From blanket claims to data-backed messages
The new rules clarify the use of general environmental claims, such as ‘eco’, ‘green’ or ‘environmentally friendly’, and set out the conditions under which they can be used.
In practice, if a benefit relates only to one component of the product (e.g. packaging), the communication must clearly delineate this information. A one-off benefit should not create the impression of extensive environmental performance on the entire product or the entire company.
Promises for the future must have a concrete plan
The rules also cover claims of future environmental performance. Commitments to emission reduction, climate neutrality or other objectives must be based on targets, plans and elements that allow progress to be assessed.
For professionals, the stake is a concrete one: before the information becomes a public message, the data, the exact area of the statement and the evidence that supports it must be understood.
A new need: dialogue between marketers and specialists
The application of the new rules makes the dialogue between marketing and communication specialists and the other areas that support the development of a sustainability message increasingly important. Marketing cannot work in isolation from ESG, legal, business, strategy or research and development (R&D).
That is why connecting to a community of specialists and continuous training become essential resources for professionals who need to translate complex topics into clear, relevant and responsible messages.
This need for education and connection to international expertise is also the basis for the development of the CES ESG Institute, the educational program of the BUCHAREST CENTER FOR ECONOMY & SOCIETY (CES Bucharest), dedicated to professionals working at the intersection of sustainability, business, strategy and communication. The program is internationally accredited by The ESG Institute, a recognition that connects the program to an international community of professionals and organizations active in the field of ESG and sustainability.
Registration for the 2027 edition of the CES ESG Institute is open, offering professionals the opportunity to connect with a multidisciplinary community and develop the necessary skills in an ever-evolving field.
