Flimsy ‘eco’ greenwashing claims face outright ban
Tighter product-regulatory and consumer-protection rules are creating real operational demands for companies selling across Europe, according to a publication from Mason Hayes & Curran.
The law firm's Product and Consumer Protection Mid-year Review 2026, now in its fifth year, examines regulatory developments affecting businesses that place products on the EU market, covering safety, sustainability, AI, and digital platforms.
The review highlights an intensifying EU regulatory landscape across product safety, sustainability, e-commerce, and artificial intelligence, driving companies toward tighter supply-chain oversight and compliance testing.
The EU Cosmetics Regulation (CPR) lists 18 banned or restricted substances.
Effective from 1 May, non-compliant cosmetic formulations (acetone oxime, nano-silver, carbon nanotubes) face immediate market withdrawal.
It also looks at restriction deadlines on fragrance allergens and per- and polyfluoroalkyl substances (PFAS), known as forever chemicals.
These deadlines will require manufacturers to review formulations and update safety assessments without delay.
From 27 September, environmental and social claims by business are subject to strict standards.
There will be a prohibitions on generic ‘eco’ or ‘green’ claims, carbon offsetting-based ‘neutrality’ claims, and whole-product claims covering only a single part.
Substantiation
Unsupported assertions will be prohibited outright, with a stronger focus on substantiation.
The regulation also mandates clear, objective, and third-party-verified plans for targets such as ‘climate neutral by 2030’.
E-commerce sites must offer a mandatory, standard ‘withdraw from contract here’ function continuously available from 19 June last.
Ireland's CCPC is also expected to gain direct administrative fining powers in Q4 this year.
Product formulations
Michaela Herron (MHC partner and head of products) said: "The first half of 2026 has brought a fresh round of change in product regulation on various fronts.
"Businesses are having to look again at product formulations, sustainability claims, online sales journeys and AI governance.
“Our mid-year review sets out what has changed and what needs to happen next," she said.
The publication also examines the European Commission's draft guidelines on high-risk AI classification, published on 19 May.
The MHC review sets out how providers should assess whether their AI systems fall within the high-risk category under the AI Act, and flags areas – including value chain responsibilities and the concept of substantial modification – that still require further guidance.
Operational
MHC Of Counsel Anna Lundy said: "Much of this is now operational.
“The legal requirements are reasonably well understood, but what regulators want to see are the records, the processes and the supplier information that back them up – and pulling that together takes time."