From 27 September 2026, stricter Dutch rules apply to consumer-facing sustainability claims. Words, labels and images must match specific, current evidence. The rules also cover durability, repairs, software updates, spare parts and guarantees. Unsupported claims may require changes to sales pages, packaging and old stock.
Why this matters
A product-page claim can affect marketing, procurement, contracts and cash. Supplier wording may not support what a webshop tells customers. Keep evidence in the product file. Images count too. A green badge, leaf icon or filter can shape a customer’s impression. A company-owned label needs independent control before use. Old packaging may need relabelling or replacement. Batch dates, invoices and retailer records show stock and correction dates.
Example
A webshop uses an “environmentally friendly” badge supplied by a manufacturer. Its file contains a certificate for the manufacturer’s general operations, not the product. The current batch also contains a different material. The owner removes the badge while checking the evidence. She records the affected product pages, marketplace listings and packaging. Then she asks the supplier for product-specific documents and checks the contract for relabelling costs.
XTROVERSO tips
- List every public claim. Check your website, packaging, marketplace listings, brochures and social posts. Include badges, icons, filters and product images.
- Separate different claim types. Keep product claims, company claims, comparisons, future targets and labels apart. Each needs its own support.
- Create a simple claim file. Record the exact wording, product, evidence, source date, sales channels, approver and next review date.
- Check suppliers and contracts. Ask suppliers for product-specific evidence. Check who pays for replacement packaging, returns, credit notes or delayed sales.
- Review old stock now. Record quantities, batch dates and locations. Keep invoices and messages showing when you started correcting the claim.
- Give approval to one person. Assign one owner for sustainability wording. New copy should not go live before that person checks the evidence.
Need a practical review of claims, evidence files or affected stock? We can help you set clear next steps
The data, sourcing, and analysis behind this article were conducted by Paolo Maria Pavan. AI was not used to identify sources, build the factual basis, or produce the analytical judgment contained here. AI was used only as a drafting aid. The final English text was personally reviewed, edited, and approved by Paolo Maria Pavan before publication.
References
- Vanaf 27 september 2026 strengere eisen aan duurzaamheidsclaims | ACM
- Wettenbank - Legal trigger and date of application
- Autoriteit Consument & Markt - Claims must be specific, supportable and current
- Autoriteit Consument & Markt - Existing enforcement already targets unsupported claims
- Autoriteit Consument & Markt - Old stock, packaging and transition evidence
- Autoriteit Consument & Markt - Supervisory direction for consumer information and repair
- Ondernemersplein - Rules for sustainability claims
