Greenwashing Will No Longer Be Just a Reputation Issue. It Will Affect Influencer Marketing Too.

“Eco-friendly.”

“Sustainable.”

“Good for the planet.”

“Carbon neutral.”

These are phrases we encounter every day in advertisements, product packaging, and influencer campaigns.

Starting in September 2026, however, the use of such claims will be subject to much stricter regulation.

The European Union has introduced new rules aimed at protecting consumers from greenwashing. Their goal is to reduce misleading environmental claims and bring greater transparency to marketing communications.

While the discussion is often focused on brands, the new rules may also have a significant impact on influencer marketing.

Why Has the European Union Decided to Act?

According to the European Commission, more than half of environmental claims used in marketing were found to be vague, misleading, or unsubstantiated.

Consumers often have no practical way of verifying whether a product’s environmental claims reflect reality.

The result is growing distrust not only towards brands but also towards ESG communication in general.

This is why the EU introduced the Empowering Consumers for the Green Transition Directive, designed to strengthen consumer protection and combat greenwashing.

What Will Change in September 2026?

The new rules will prohibit the use of generic environmental claims unless they can be properly substantiated.

Examples of potentially problematic claims include:

• eco-friendly product
• green solution
• environmentally friendly
• sustainable
• climate neutral

If a company uses such statements, it must be able to demonstrate exactly what they mean and what data, methodology, or certification supports them.

The rules will also tighten requirements for environmental labels, certifications, and future sustainability commitments.

What Does This Mean for Influencer Marketing?

Many influencers currently repeat brand claims without independently verifying them.

As a result, we often see content such as:

“This is a very eco-friendly brand.”

“This is a sustainable product.”

“It’s better for the planet.”

But the real question is:

Based on what evidence?

If an influencer cannot explain or support the claim they are making, they may unintentionally contribute to misleading advertising.

This does not mean influencers will be expected to conduct legal reviews or scientific audits. However, it does mean they should approach environmental claims with the same level of caution they would apply to health, financial, or investment-related statements.

A New Question for Every Collaboration

Going forward, influencers should ask themselves one simple question before publishing content:

“What evidence do I have for this claim?”

If a brand claims that a product is environmentally friendly, supporting evidence should exist in the form of:

• certifications
• independent verification
• data and research
• measurement methodologies
• publicly available reports

When such evidence is not available, it is safer to communicate specific facts rather than broad environmental labels.

Instead of:

❌ “This is an eco-friendly product.”

Consider saying:

✅ “The product packaging contains 80% recycled plastic.”

Specific facts are more credible and significantly reduce the risk of greenwashing.

Greenwashing vs. Greenhushing

Interestingly, many companies are now facing the opposite challenge as well.

While greenwashing refers to exaggerating or overstating environmental efforts, greenhushing describes a situation where companies avoid communicating their sustainability activities altogether.

They may fear criticism, scrutiny, or accusations of greenwashing.

Neither extreme is ideal.

The goal of modern ESG communication should not be to communicate more or less, but to communicate more accurately.

How Can Brands and Influencers Prepare?

For Brands

• Audit all environmental claims currently in use.
• Review websites, social media channels, product packaging, and advertising materials.
• Prepare supporting evidence and documentation.
• Educate marketing and communications teams.

For Influencers

• Request supporting materials from brands.
• Avoid using generic environmental claims without explanation.
• Focus on communicating facts rather than marketing buzzwords.
• Verify the meaning and credibility of certifications and environmental labels.

Trust Will Become the Greatest Competitive Advantage

Influencer marketing is built on trust.

That is precisely why the new anti-greenwashing rules matter for content creators. Not because they make influencer marketing more difficult, but because they encourage greater accuracy and transparency.

The era of vague “green” promises is gradually coming to an end.

The future belongs to brands and influencers who can support their claims with facts.