Italy tightens scrutiny of environmental claims in wine marketing
Italy’s Legislative Decree No. 30 of 20 February 2026 transposed EU Directive 2024/825. Since 27 September 2026, generic or unsubstantiated environmental claims have faced stricter scrutiny under the Consumer Code.
Rules and checks
Italy’s Legislative Decree No. 30 of 20 February 2026 transposed EU Directive 2024/825 on empowering consumers for the green transition, strengthening protection against unfair commercial practices and misleading environmental messages. Since 27 September 2026, the Consumer Code has applied stricter controls to generic or unsubstantiated claims. Recent European Commission FAQs guide application but do not replace the law.2
Business checks should cover labels, packaging, displays, websites, e-commerce and advertising used in commercial practices aimed at consumers. Artwork therefore needs review before printing.2
The overall impression
An environmental claim can be any voluntary written, oral, visual, graphic or symbolic message suggesting a positive or zero environmental impact, a lower impact than other products, or improvement over time. The definition includes trade names, trademarks, product names, colours and images.2
The Commission FAQs say green leaves, water drops and similar nature icons are not automatically unlawful, but may imply an environmental benefit. Images and colours alone are not necessarily a generic claim, yet can form part of a misleading practice. A graphic may be neutral or acquire environmental meaning from accompanying words, symbols and presentation, so artwork must be assessed as a whole and by its effect on the average consumer.2
Sources
Written by the Dionysus editors from the sources above.
