A totale of 81% of European consumers believe that products bearing the EU Ecolabel have a lower environmental impact than those without it. Furthermore, 72% of those surveyed would like to see the label extended to further product categories. These are two of the most significant findings from the recent Eurobarometer survey published by the European Commission in October 2026, providing an encouraging picture of citizens’ trust in environmental certification schemes.

Established in 1992, the EU Ecolabel is the European mark of ecological quality that identifies products and services with high environmental performance, assessed on the basis of scientific criteria defined at the EU level. The certification takes into account environmental impacts throughout the product’s entire life cycle. The criteria vary according to product category and may relate, amongst other things, to resource consumption, pollutant emissions, the use of hazardous substances and waste generation. Participation in the scheme is voluntary, but the award of the label is subject to verification of compliance with the requirements by independent bodies.

This combination of pre-established criteria, transparency and independent verification is what distinguishes the Ecolabel from other environmental claims on the market: for consumers, it is an effective tool to guide their choices; for businesses, it provides an opportunity to highlight documented environmental performance.

Data on trust in the Ecolabel takes on particular significance in light of the new regulatory measures introduced by the European Union to combat greenwashing. From 27 September 2026, the provisions of the directive known as Empowering Consumers for the Green Transition will become applicable in Italy; this directive addresses unfair commercial practices and the environmental information provided to consumers.

The timing of the survey results and the entry into force of the new rules provides an opportunity to reflect on the role that environmental certifications may play in the European market. The greenwashing directive rewards credibility, and in this sense the Ecolabel is set to become even more significant.

The new regulations on ESG communications introduce a clear principle: environmental information must meet stricter requirements, while certain communication practices are expressly prohibited.

Among the most significant changes is the ban on displaying sustainability labels not based on certification schemes that comply with the requirements of the directive or established by public authorities. The directive also addresses generic environmental claims, such as “green” or “environmentally friendly”, banning them where the company is unable to demonstrate recognised environmental performance that is relevant to the claim.

This is where a particularly interesting aspect emerges: the legislation expressly identifies compliance with the requirements of the EU Ecolabel as one of the conditions that enable such excellent environmental performance to be demonstrated. This recognition grants the European scheme a privileged role within the new consumer protection system.

The directive does not require companies to certify their products. However, it alters the competitive landscape in which companies communicate their environmental characteristics. For those who have invested in improving the performance of the goods they sell, having credible certification can be an advantage: it allows the commitments made to be recognised and distinguishes them from promotional messages lacking adequate substantiation. Conversely, companies that have built their communication around evocative symbols, self-referential brands or vague environmental claims will face stricter limitations.

This does not mean that every environmental claim must be accompanied by a certificate. Rather, the information provided must be verifiable, and the use of sustainability labels must comply with specific conditions.

In this context, the call made by 72% of respondents to expand the categories covered by the Ecolabel is a significant signal. Extending the scheme could enable a greater number of businesses to access a tool recognised at European level and offer consumers further guidance to help them make informed purchasing decisions.

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