ISEAL Sustainability Claims Good Practice Guide; Industry Steps Up to Strengthen Sustainability Claims

In March 2024, the European Union adopted Directive (EU) 2024/825—an important regulatory step aimed at combating greenwashing and enhancing consumer trust during the green transition. The directive introduces new rules for environmental and social claims, requiring companies to ensure transparency and verifiability in how they present sustainability statements and claims. Set to be incorce on 27 September 2026, the directive will require businesses to disclose key product information, such as durability, reparability, and the legitimacy of environmental claims.

While this is undoubtedly an important step,  the final version of the directive falls short of its original ambition. Key proposals for a standardised methodology to verify claims were either postponed or diluted, resulting in a lack of clear, enforceable standards.

In response, the private sector is taking the lead. In July 2025, ISEAL published the second edition of its Sustainability Claims Good Practice Guide. Aligned with its 2024 Code of Good Practice, the guide is designed to help sustainability systems, certification schemes, and businesses implement claims that are clear, accurate, and genuinely reflective of their environmental or social impact. A key emphasis is placed on the principle of "additionality"—ensuring that claims go beyond what is legally required.  We all know that meeting what is legally required is also down to the minimum. 

The Sustainability Claims Good Practice Guide also reinforces the need for strong internal governance, outlining how organisations can manage who is authorised to make claims, how evidence should be collected and verified, and how disputes or inaccuracies should be handled. It takes into account the increasing complexity of the marketplace, offering guidance on claims made across different channels—digital platforms, product packaging, business-to-business communications, and more. 

This could also be a valuable opportunity for closer collaboration between policymakers and industry. The ISEAL Claims Guide establish a new standard for responsible sustainability communication in Europe and beyond. While the Directive defines the legal boundaries, the ISEAL Guide offers the technical blueprint for how businesses and sustainability schemes can not only meet but exceed those expectations.