In recent years, claims such as “eco,” “green,” “sustainable,” or “environmentally friendly” have become almost ubiquitous in corporate communications. In many cases, however, these claims have been used without clear evidence to substantiate them. As of 2026, this is no longer sufficient.
Through Emergency Government Ordinance (EGO) No. 18/2026, Romania has transposed the new European requirements aimed at combating greenwashing and introduced stricter rules for consumer-facing communications. Any claim regarding environmental performance or sustainability must now be supported by verifiable evidence. Otherwise, companies may face not only sanctions for unfair commercial practices but also significant reputational risks.
What types of claims are covered?
The new rules are not limited to product labels; they apply to all commercial communications. Some of the most common situations include:
- the use of broad terms such as “eco,” “green,” “natural,” or “sustainable” without an objective basis;
- the display of expired, unrecognized, or misleading environmental certifications or labels;
- comparisons of the environmental performance of products without a clear methodology and verifiable data;
- claims relating to climate neutrality or emissions reduction that are not supported by credible plans and measurable indicators.
In short, the new rules do not prohibit communicating environmental performance; they prohibit making claims that cannot be substantiated.
Where do the risks arise?
Greenwashing is no longer just a concern for the marketing department. The new requirements affect all materials through which a company communicates externally, including:
- company websites and descriptions of products or services;
- commercial brochures and customer proposals;
- ESG and sustainability reports, including those published voluntarily;
- social media content and advertising campaigns;
- product packaging;
- presentations to investors, business partners, or financial institutions.
Any sustainability-related claim should be assessed from a compliance perspective, not solely from a communications perspective.
A quick check: is your company ready?
It is worth asking a few simple questions:
- Do we use terms such as “green,” “eco,” or “sustainable” in our communications?
- Can we substantiate each of these claims with supporting documentation and data?
- Are our public commitments regarding emissions reductions backed by a concrete implementation plan?
- Are the environmental certifications and ESG ratings we communicate up to date and used appropriately?
- Are our marketing materials reviewed in collaboration with legal or compliance teams?
If the answer to one or more of these questions is “no,” it is advisable to review your sustainability communications.
Why have the rules become stricter?
The change is part of a broader European trend. Investors are demanding increasingly credible ESG information, consumers are paying closer attention to the environmental impact of the products they buy, and authorities have already begun enforcing sanctions against misleading environmental claims.
At the same time, the expansion of reporting obligations under the Corporate Sustainability Reporting Directive (CSRD) is prompting an increasing number of large companies to require their suppliers to provide evidence of their ESG performance. As a result, even organizations that are not yet subject to CSRD reporting requirements are being indirectly affected by these expectations.
What should organizations do?
Rather than removing all references to sustainability, companies should strengthen their internal processes for verifying the information they communicate.
A good starting point is to identify all environmental claims included in existing materials and verify the documentation supporting them. At the same time, companies should review the certifications they use, assess their publicly communicated sustainability targets, and involve legal, compliance, and ESG teams in the approval process for external communications.
Credible sustainability communications begin with robust internal processes and effective collaboration across departments.
How VERTIK can help
In this context, VERTIK supports organizations in assessing and strengthening their sustainability communications by auditing environmental claims, developing ESG policies, preparing sustainability strategies and reports, supporting readiness for assessments such as EcoVadis, and delivering tailored training sessions for teams involved in communications and compliance.
“We are seeing that organizations need more than just support in developing ESG strategies and reporting. They also need guidance in validating how they communicate their sustainability performance. A well-intentioned claim that is not sufficiently substantiated can now expose a company to both legal and reputational risks. In our experience, when internal processes, data, and communications are aligned, compliance becomes a natural outcome, and sustainability evolves from a regulatory obligation into a competitive advantage.”
— The VERTIK Team
The new rules on greenwashing do not prohibit companies from communicating about sustainability; they raise the standard for credibility. Organizations that base their messages on reliable data, robust policies, and genuine sustainability objectives will gain a competitive advantage and build greater trust with customers, business partners, and investors. For everyone else, 2026 is the right time to transform sustainability communications from a branding exercise into a well-founded, evidence-based process.
