Since 27 September 2026, stricter greenwashing rules have applied in Romania following the implementation of EU Directive 2024/825. The new provisions restrict misleading environmental claims in consumer-facing commercial communications, making sustainability messaging not only a legal matter but also a corporate communications and reputational challenge.
What does this mean in practice?
Generic claims such as "eco-friendly", "green" or "environmentally friendly" face restrictions unless specific substantiation requirements are met. Similarly, future commitments such as becoming "climate-neutral by 2030" require credible, measurable targets and a verifiable implementation plan. The key is to communicate concrete environmental achievements without exaggerating their impact.
This makes collaboration between PR, marketing, legal and sustainability teams essential.
While sustainability experts provide the data and legal teams assess compliance, communications professionals translate verified information into clear, credible messages. For example, instead of promoting a product as "environmentally friendly", a company could highlight that its packaging contains 80% recycled material, supported by supplier documentation. Rather than positioning the entire business as "green", it could communicate a verified 20% reduction in energy consumption at its Romanian production facility over a defined period. Such specific claims help companies tell meaningful sustainability stories without overstating their achievements. Reviewing messaging across campaigns, press releases, websites and executive statements is equally important, as misleading claims can lead to regulatory scrutiny, negative media coverage and lasting reputational damage.
For international companies operating across Central, Eastern and Southeastern Europe (CEE & SEE), the challenge also lies in adapting sustainability messages to local requirements.
A campaign developed at headquarters may need adjustments before being used in Romania or other regional markets. Corporate communications teams can help prevent greenwashing risks by reviewing existing claims, establishing approval processes, developing evidence-based narratives and preparing spokespersons to address critical questions.
Ultimately, Romania's new rules reinforce a broader shift in corporate communications: credible sustainability messaging is no longer about making ambitious promises, but about demonstrating real progress. Companies that communicate transparently and substantiate their claims are better positioned to protect their reputation and build lasting stakeholder trust.
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