The European Union’s new environmental advertising law will require companies, including hotels and hospitality brands, to verify any environmental claims they make by 27 September 2026. The rules form part of the Empowering Consumers for the Green Transition Directive (EU 2024/825), aimed at tackling misleading “greenwashing” and strengthening consumer protection in the single market. What the directive covers The directive updates EU consumer law to set clearer rules for environmental claims in adver ...