From September 27, 2026, EU Member States will apply new consumer-protection rules introduced by Directive (EU) 2024/825 on empowering consumers for the green transition. The Directive strengthens protection against misleading environmental claims and sustainability labels in business-to-consumer marketing.
The new rules do not change the physical composition requirements for swim goggles, diving masks, snorkels, fins, swim caps or other aquatic products. Instead, they focus on how products, packaging and businesses are presented to consumers through retail packaging, advertising, catalogues and online selling interfaces.
Generic environmental claims such as "eco-friendly," "green," "biodegradable" or "biobased" may be prohibited when the trader cannot demonstrate recognised excellent environmental performance relevant to the claim. Broad expressions such as "sustainable" or "responsible" also require particular care because consumers may understand them as covering more than one environmental or social characteristic.
More specific statements can be easier to assess, but they must still be accurate, clearly presented and supported by appropriate evidence. For example, a claim about recycled material should state whether it applies to the complete product, a particular component or only the packaging.
Sustainability labels also require review. Under the new rules, voluntary environmental or social labels generally need to be based on a certification scheme or established by a relevant public authority. A self-created badge that appears to certify environmental performance may create compliance risk.
The European Commission's June 2026 Questions and Answers also explains that packaging artwork can contribute to an environmental claim. Green leaves, water drops or similar visual elements may become relevant when they are combined with environmental wording, logos or trust-mark-style presentation.
Existing packaging and old stock are not automatically excluded. EU authorities have indicated that reasonable and proportionate corrective action may include updating online claims, changing future packaging, covering an unsuitable statement with a sticker or providing supplementary information at the point of sale.
Aquatic product buyers should therefore review packaging artwork, product listings, catalogues and environmental labels before September 27. Each claim should have a clearly defined scope, supporting evidence and an identified approval responsibility.
ALLWELL can support OEM and ODM buyers with packaging-material information, supplier documentation, bill-of-materials confirmation, artwork coordination and sample review. Final environmental claims and labels should be confirmed by the responsible brand, importer or legal adviser for the target EU market.
Reviewing claims before packaging approval can reduce reprinting costs, old-stock complications and late-stage changes before an EU retail launch.
ALLWELL supports OEM/ODM development and bulk manufacturing for global buyers.
