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EstoniaRiigi Teataja

Estonia bans generic green claims, offset-neutrality in consumer law overhaul

Estonia's Consumer Protection Act now defines green claims and labels, bans offset-neutrality and generic green claims plus durability traps, and gives pre-27 September 2026 stock a one-year corrective label.

By Taxxa AI OyPublished 27 September 2026

Legal & Corporate

Traders selling to Estonian consumers face a wider unfair-practices regime: the Tarbijakaitseseadus (Consumer Protection Act) now defines environmental claims, sustainability labels and certification schemesRiigiteataja, bans a catalogue of greenwashing and durability-related practicesRiigiteataja, and adds an information duty for product comparison servicesRiigiteataja. Goods and packaging produced before 27 September 2026 get a one-year corrective-label bridgeRiigiteataja.

The Act gains seven definitions. A keskkonnaväide (environmental claim) is any non-mandatory message or image suggesting a favourable or zero environmental impact, a lesser harm than alternatives, or an improvement over timeRiigiteataja. An üldine keskkonnaväide (generic environmental claim) is such a claim not carried on a kestlikkusmärgis (sustainability label) and not clearly explained in the medium usedRiigiteataja. A kestlikkusmärgis is a voluntarily used trust or quality mark distinguishing a product, process or business by environmental or social characteristicsRiigiteataja; a sertifitseerimisskeem (certification scheme) is the system behind such a label, with public, transparent and independent requirements open to all traders meeting them and an independent verifier entitled to suspend or prohibit label useRiigiteataja. Tunnustatud suurepärane keskkonnatoime (recognised excellent environmental performance) points to the EU Ecolabel under Regulation (EC) No 66/2010, officially recognised Type I ecolabel schemes under EVS-EN ISO 14024, or best performance under other EU legislationRiigiteataja. Tarkvarauuendus (software update) covers updates needed to keep goods with digital elements, digital content and digital services in conformity as well as feature updatesRiigiteataja; kuluosa means a repeatedly replaced part.

The blacklist in § 16 grows on three fronts. Misleading practices now include future-environmental-performance claims without clear, objective, public and verifiable commitments in an implementation plan with measurable time-bound targets that an independent expert regularly checks with assessments available to the consumer; and advertising an irrelevant benefit unrelated to the product's or business's characteristicsRiigiteataja. Always-banned practices now include using a sustainability label not based on a certification scheme or established by a public authority; making a generic environmental claim without demonstrating relevant recognised excellent environmental performance; extending a claim to a whole product or business when it concerns only part of it; offset-based claims of climate neutrality or a reduced or positive greenhouse-gas impact; and presenting EU-wide legal requirements as a distinctive feature of the trader's offerRiigiteataja. A second durability and software cluster bans hiding that a software update harms the functioning of goods with digital elements or the use of digital content or services; presenting updates as necessary when they only improve usage-related features; marketing goods with a durability-limiting feature despite available knowledge of its effect; false durability claims under normal conditions of use; presenting goods as repairable when they are not; forcing early replacement of consumable parts; and hiding or misrepresenting performance effects of non-original consumables, spare parts or accessoriesRiigiteataja.

Comparison services get their own duty: a trader offering a product-comparison service that informs consumers about environmental or social characteristics or recyclability must also disclose the comparison method, the products and suppliers compared, and the measures taken to keep the information up to dateRiigiteataja.

Transitional § 772 softens the labelling impact. For goods and packaging produced before 27 September 2026, a producer or trader may meet the listed new § 16 requirements for one year from 27 September 2026 with a clearly understandable, unambiguous corrective marking, provided it is not misleadingRiigiteataja. Compliance teams should map every live green claim, label and comparison page against the new points now, retire claims and labels that cannot meet the substantiation bar, and reserve the corrective label only for pre-cutoff stockRiigiteataja.

The changes sit in Tarbijakaitseseadus §§ 2, 16, 17 and the new transitional § 772, with the recognised-performance definition pointing to Regulation (EC) No 66/2010 on the EU Ecolabel.

Map every live environmental claim, sustainability label and comparison page against new Tarbijakaitseseadus §§ 16–17 now; retire claims that cannot meet the substantiation bar and reserve the corrective marking for pre-27 September 2026 stock.

Sources

Tarbijakaitseseadus