German Businesses Voice Concerns Over New Anti-Greenwashing Law Amid Compliance Challenges

On October 14, 2026, concerns among German businesses continue to mount following the Bundestag's recent approval of an amendment to the 'Law Against Unfair Competition' aimed at implementing a new EU directive to combat misleading environmental claims. The law restricts the use of terms such as 'natural', 'sustainable', or 'environmentally friendly' unless these labels are fully justified. This amendment applies retroactively, causing significant confusion and compliance difficulties among affected companies.

A prominent example is the Nuremberg-based travel agency 'ReNatour'. Owner Roland Streicher has been compelled to remove the phrase 'naturally travel' from the firm's signage, fearing it could be construed as greenwashing. Streicher expressed unease about the uncertain wording required for compliance and worries over potential legal actions against his business. Despite these challenges, he supports the law's intention, highlighting that misleading claims harm his agency's 32-year commitment to environmental protection and sustainability.

Many companies across sectors protested the law, citing numerous implementation questions and the absence of a transition period, which exacerbate the uncertainty. Although the German government softened certain provisions just prior to enactment, widespread confusion remains a hurdle.

Consumer advocates like Ann-Kathrin Edinger of Verbraucherzentrale Bayern endorse the law as a vital measure to prevent deceptive green marketing and to promote transparency in sustainable consumption — benefits that ultimately serve consumers. This regulatory update underscores the growing emphasis on environmental responsibility but also highlights the significant adjustment required by businesses to navigate evolving legal landscapes effectively.