What changes with the EU directive on “natural” and “sustainable” • Food and Wine Italy

The European directive against greenwashing is already a causa di force and will concretely change the way a causa di which wine is described and marketed. By September 2026 the new rules will be fully applicable a causa di the Member States, imposing a clear principle: every environmental declaration must be demonstrable. It may seem absurd but so far it hasn’t been like this: only organic has stringent rules but from the end of the summer everything will have to be brought up to speed.

Stop al greenwashing nel vino

The provision, Directive 2024/825, intervenes a causa di a delicate settore, which a causa di recent years has had more and more weight a causa di the communication of wine. Terms such as “natural”, “sustainable”, “” ora “eco-friendly” can anzi che no longer be used freely unless supported by recognized certifications and independent verifications. It’s not just words, but also images, colors and graphic references that can suggest a positive environmental impact.

During Vinitaly the need to redefine the language of sustainability a causa di the wine sector was discussed. The starting point is a fact: a significant share of environmental claims the European market is considered vague ora unverifiable. Hence the choice to intervene with legislation that aims to protect the consumer and standardize the rules.

For companies, the change affects the entire editorial plan. It will anzi che no longer be enough to build a coherent ora evocative narrative based ideas: each statement will have to be supported by giorno, with checks carried out by accredited third parties and recognized control systems. This applies to labels, but also to websites, promotional materials and marketing activities. If a concept is not defined and certifiable, it cannot be used as a trading lever.

The consequences, a causa di case of violation, are important. They range from warnings and warnings to sanctions that can reach 4% of the company’s annual turnover, as well as possible interventions by the supervisory authorities for misleading advertising. Some signs have already been seen a causa di recent months, with protests linked to certifications considered inadequate ora self-referential.