New anti-greenwashing rules: is your sustainability communication ready for 27 September?

What will change?

The main changes include:

• Generic environmental claims such as "green", "environmentally friendly" or "good for the planet" may no longer be used unless they are based on recognised environmental performance and can be properly substantiated.
• Climate-neutral or carbon-neutral claims based solely on carbon offsetting will no longer be permitted.
• Self-created environmental labels must be based on a recognised certification scheme or established by a public authority.
• Future environmental commitments must be credible, measurable and supported by a concrete implementation plan.
• More generally, companies will need to ensure that all environmental claims are backed by robust evidence and that appropriate internal validation processes are in place before campaigns are launched.

The purpose of the new legislation is not to discourage companies from communicating about their sustainability efforts. Instead, it aims to encourage more transparent and credible communication, enabling consumers to make better-informed choices.

Join our webinar to prepare for the new rules

To help advertisers, agencies and media prepare for the new rules, the Belgian Advertising Council, together with UBA and the leading associations representing the communications industry, is organising a free webinar on Thursday 24 September 2026.
During the session, we will cover:

• the key changes introduced by the ECGT;
• their practical impact for advertisers, agencies and media;
• practical examples and key considerations for future campaigns;
• the launch of a new tool to pre-screen environmental claims.

Alios: check your environmental claims before your campaign goes live

During the webinar, the Belgian Advertising Council and the JEP, in collaboration with GiveActions, will introduce Alios, a new AI-powered pre-screening tool for environmental claims.

Alios analyses campaign material before publication against relevant European legislation and self-regulatory codes. It provides an initial risk assessment (green, orange or red) for potential greenwashing, allowing advertisers and agencies to refine their communication before launch. The tool is intended as a preventive support instrument and does not replace an official opinion or decision of the JEP.

During the launch period, from 24 September until 24 December 2026, UBA members will be able to use Alios free of charge and analyse up to 20 campaign assets. It offers an additional practical way to validate sustainability communications before publication.

Webinar – ECGT: New rules for environmental claims
📅 Thursday 24 September 2026 | 12:00 – 13:00 | Online | Free

Register here today and learn how to prepare your campaigns for the new ECGT requirements while discovering how to use Alios free of charge.