According to the Hungarian Competition Authority's 8 September notice, twelve entries are being added to Hungary's list of prohibited commercial practices. They include displaying a sustainability label that is neither based on a certification scheme nor established by a public authority. The 27 September development is the start of application, rather than the adoption of new legislation.
The European Commission's overview links the changes to Directive 2024/825. Lawmakers adopted it on 28 February 2024; the national transposition deadline was 27 March 2026.
The Commission's guidance says generic environmental claims require recognised excellent environmental performance relevant to the claim. Specific claims with clear, prominent qualifications may be assessed differently, but must still be truthful. Presenting a product as climate-neutral on the basis of emissions offsetting is prohibited.
The authorities' approach to old stock allows proportionate enforcement that can take account of specific transitional difficulties; it is not a blanket exemption. Businesses should therefore also review packaging already in stock.
The commercial implications extend across product pages, advertisements and labels. Enforcement practice is the next issue to watch: what evidence authorities accept to substantiate particular claims.
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Budapest Global Review: Stricter EU rules on green marketing claims apply from 27 September. Budapest Global Review, 27 September 2026. https://globalreview.hu/en/cikk/zold-allitasok-szigorubb-szabalyok-2026-szeptember-27