Study 150: The End of Greenwashing in Luxury: The September 27 Ban

This study examines Directive (EU) 2024/825, the Empowering Consumers for the Green Transition Directive, whose provisions apply from 27 September 2026, as the regulatory arrival of the post-luxury thesis. The directive blacklists the unsubstantiated generic environmental claim, prohibits offset-based carbon-neutrality claims in all circumstances, subjects future environmental commitments to funded and verified plans, and restricts sustainability labels to certified schemes, with penalties for widespread infringement reaching four percent of annual turnover. Drawing on the European Commission’