Green Claims Directive: Everything changes.
September 27, 2026, is the deadline for implementing the EU directives on so-called greenwashing.
This regulation will have far from negligible effects on the packaging and communication of many products for some sectors.
Some Diavolina products, particularly those made from wood and commonly referred to as “eco-friendly,” are directly affected by these changes.
Green Claims: What are we talking about?
In a nutshell, the measure—published in the Official Journal in March 2026—introduces a system of sanctions against companies for conduct that will be prohibited, including false or misleading environmental claims, as well as simply generic claims, which will be considered unfair commercial practices.
The legislation stipulates that the use of generic environmental claims, such as “eco-friendly/green/sustainable product,” is considered an unfair commercial practice unless the manufacturer can demonstrate excellent performance recognized by third-party authorities.
Some examples:
- a sustainability label not based on a certification system established by public authorities, such as self-certifications
- generic environmental claims, such as writing “eco-friendly” on a label, that are not demonstrated in accordance with the EU Ecolabel Regulation or an equivalent system (EN ISP 14024).
- claiming that a product has a neutral or reduced environmental impact, when based exclusively on emissions offsetting
In practice, starting from September 27, expressions such as the following become potentially illicit, if not adequately demonstrated:
- ecological
- eco
- green
- environmentally friendly
- sustainable
- nature-friendly
- climate-friendly
- carbon neutral
- zero impact
- emissions offset
The mere presence of such statements on packaging or in advertising is no longer sufficient to trigger the risk of fines, unless the manufacturer demonstrates with objective evidence the accuracy of each individual contested claim.
As authoritative legal scholars have noted, the regulatory framework does not specify mandatory standards for measuring, calculating, and verifying environmental claims. It does not specify how to demonstrate that a claim is true, verifiable, up-to-date, non-generic, and relevant. In other words, in a context of uncertainty, indeterminacy, and discretion, the only viable option for businesses is to eliminate every single potentially questionable statement.
What are the immediate consequences?
The new regulation entails a thorough review of:
- labels;
- packaging;
- catalogs;
- websites;
- marketplaces;
- brochures;
- commercial materials;
- advertising campaigns.
Regarding our most popular products, such as Diavolina firelighters, this means that the entire line of what we commonly call “eco-friendly firelighters” can no longer be defined as such.
This represents a radical change in communication expressions and habits, which we will strive to explain in the most accurate and understandable way to our consumers, who will find products on the shelves that appear different from those they are accustomed to purchasing.
Therefore, starting in September, many products may have a different appearance, claim, or even a different name, albeit similar and consistent with previous versions, due to the entry into force of the European directive.
Specifically, the “Linea Verde Diavolina” range of petroleum-free firelighters made primarily from vegetable oils, will also have to comply with the new regulations by modifying or eliminating some of the wording on the packaging.
A bit of history: the origin of the term “eco-friendly” for firelighters.
Regarding environmental sustainability, honesty, and clarity in our product marketing, we believe we have demonstrated over the decades our company’s complete transparency and constant commitment to providing consumers with increasingly high-performance solutions that meet market needs.
What are commonly referred to in industry practice as “eco-friendly” firelighters are produced using wood fibers.
This definition has remained useful to consumers, as well as salespeople, to immediately distinguish wood-based products from those based on kerosene or vegetable oils.
This type of firelighter was introduced in Italy by the Diavolina brand, when Facco in the 1970s wanted to offer the market an alternative to the classic white cubes, using a pressed wood composition.
The environmental awareness was clearly different from today, and the choice to call them “eco-friendly” was made by virtue of the presence of wood as the main ingredient. A designation that over the years has become an industry standard.
Today, the wood fibers used for our firelighters come from certified forests, which isn’t enough to call them “eco-friendly” according to new regulations, but it does demonstrate the company’s ongoing commitment to reducing the environmental impact of its products.
We want to emphasize that Facco has always made transparency and rigor some of its hallmarks and has certainly never intended, either unintentionally or intentionally, to present its products with improved features or features that don’t correspond to reality.
The show must go on!
We will soon present updates to the new packaging and the new names of the affected products.
Furthermore, we will begin public information campaigns through our websites and social media channels to inform consumers of the new features and changes imposed by the new regulations.
Stay tuned!