Greenwashing: the EU ECGT Directive applies in Belgium from 27 September 2026

From 27 September 2026, the EU Empowering Consumers for the Green Transition (ECGT) directive applies in Belgium. It bans a series of environmental claims that have been used for years in advertising, on websites and on packaging. Here is what actually changes, and how to prepare before the deadline.

1. What the ECGT bans from 27 September

The text turns several good practices into legal obligations. Generic environmental claims, such as "eco-friendly", "environmentally friendly" or "good for the planet", can no longer be used unless they rest on a recognised, demonstrable environmental performance. Climate or carbon neutrality claims based solely on the purchase of offsets will no longer be allowed. Environmental labels created by a company will need to rely on a recognised certification scheme or be established by a public authority. Finally, future environmental commitments must be credible, measurable, and backed by a concrete implementation plan.

2. A Belgian law already passed, a short window for existing stock

The Chamber validated the transposition of the EU directive on 10 July 2026. The resulting Belgian law applies strictly: from 27 September 2026, a series of environmental claims will be banned without needing to prove that consumers were actually misled. A transition period is nonetheless provided until 27 March 2027 to sell off stock already packaged or labelled, without an obligation to repackage everything under pressure.

3. Alios: an AI tool to check your claims before publication

To prepare advertisers, agencies and media, the Conseil de la Publicité is organising, with the UBA and the sector's main associations, a free webinar on 24 September 2026. On that occasion, the Conseil de la Publicité and the JEP, with GiveActions, are launching Alios, an AI-based tool for pre-checking environmental claims. It analyses a draft campaign against the regulation and gives an early indication of greenwashing risk, in green, orange or red. UBA members get free access to the tool from 24 September to 24 December 2026, with up to 20 campaign elements analysable. Alios remains a preventive support tool: it does not replace an official JEP opinion.

4. What this concretely changes for your communication

For a business communicating in Belgium, the 27 September deadline calls for a simple reflex before any publication: list every environmental claim used in your campaigns, your website and your packaging, and check that it rests on solid evidence and a recognised certification scheme. An "eco-friendly" slogan with no justification, a "carbon neutral" logo backed only by offsets, or an in-house label without certification will all need to be reworded before the deadline.

The AI view, humans first

Alios illustrates what Vistalaro already applies: AI can scan a draft campaign and flag a risk in seconds. But deciding whether a claim holds up, rewording it or dropping it remains a human judgement, grounded in the available evidence and the brand's positioning. AI executes the check. Expertise decides, and signs off on what goes live.