“Our packaging is eco-friendly.” Four words, a pretty forest shot in the background, and you may already be in breach. Since September 27, 2026, the new European rules against greenwashing have been applicable. Good news: the best defense is also the most effective one in video, the one that shows proof.
What French law already says
No need to wait for Europe to be concerned. The French Consumer Code penalizes misleading commercial practices, including those about the environmental impact of a product or service. Penalties can reach a €300,000 fine, an amount that can be raised to 80% of the advertising expenditure. The French Climate and Resilience law also regulates the “carbon neutrality” claim: the company must make its emissions, its reduction approach and the role of offsets accessible.
What changes with Directive 2024/825
This European directive (known as “Empowering Consumers”) had to be transposed before March 27, 2026 and has applied since September 27, 2026. It targets commercial practices toward consumers and notably prohibits:
- generic claims (“eco-friendly,” “environmentally friendly,” “green”) without recognized environmental excellence;
- sustainability labels not based on certification by a third party or an authority;
- carbon neutrality claims based solely on offsetting;
- future promises (“neutral by 2040”) without clear, measurable commitments verified by an independent expert.
A note on France: according to the sources consulted in early October 2026, the transposition law (the “DDADUE” bill) had not been finalized, and the DGCCRF stated that it does not enforce on the basis of the directive until it is transposed. That doesn’t permit you anything: existing French rules continue to apply.
And the “Green Claims” directive?
Don’t confuse them. It is another Commission proposal (2023), which would have required environmental claims to be substantiated and verified before publication. It was never adopted: negotiations were halted in June 2025 and, according to the sources consulted, it remains on hold. It therefore does not apply today. Directive 2024/825, on the other hand, is very much in force.
On video: how to talk about your commitments without slipping up
| Avoid | Prefer |
|---|---|
| “We are a green company” | “Since 2023, our workshop has run on renewable electricity” (fictional example, to be replaced with a verifiable fact) |
| A forest shot unrelated to your business | Your places, your teams, your real approach |
| “Carbon neutral” thanks to offsetting | Measured reduction, offsetting presented as a complement |
| An in-house logo that looks like a label | An official label, with its name and scope |
Tip Before shooting, list each commitment statement with its proof: a figure, a date, a scope, a document. What has no proof doesn’t go into the script. Keep this file with the film.
Five habits for sincere communication
- Show actions, not intentions: a workshop, a process, a person explaining.
- Specify the scope: a product, a site, an activity, not “the whole company” if that isn’t the case.
- Give dated figures and the source, both spoken and as a subtitle.
- Own what remains to be done: an honest approach inspires more trust than a perfect picture.
- Let your teams speak: their words are more credible than a slogan, and they’re also good for your employer brand.
Going further
This article gives general guidance and does not replace legal advice. The subject is evolving fast: check the state of transposition in France before any campaign.
- EUR-Lex: Directive (EU) 2024/825
- DGCCRF: webinar “Greenwashing, everything you need to know about the new rules” (June 2026, in French)
Filming a sincere commitment means filming what exists: a gesture, a place, a voice. It’s exactly the territory of a video shot at your premises, with time to ask the questions that matter. To structure the story, see our article on the corporate film.
Tell the story of your commitments, with proof
Let’s talk about what you really do: we put it on screen, without frills or slogans.