Communicating Sustainability

As a tourism operator, we are here to guide you step by step in complying with EU Directive 2024/825.

To tackle the growing issue of environmental claims that are misleading or unsubstantiated—commonly referred to as greenwashing—the European Union has introduced a stricter regulatory framework. EU Directive 2024/825 marks a significant milestone, aiming to ensure that consumers receive accurate, reliable and transparent information so they can make informed choices with confidence.

Our goal is to support your business throughout this process, helping you turn a legal requirement into an opportunity to strengthen transparency and build trust with your visitors.

We therefore encourage you to carefully review and update all the information published on your website, booking platforms and promotional materials. Where necessary, revise names, logos, slogans and descriptions to ensure they comply with the new requirements.

To align your communications with the Directive and provide complete transparency, please ensure that your content meets the following principles:

• Avoid generic environmental claims: do not use broad terms such as “green,” “eco,” “eco-friendly,” “environmentally friendly,” “nature-friendly,” or “organic” unless these claims are supported by robust evidence or recognised certification schemes.

• Use only recognised sustainability labels: any sustainability label, logo or certification you display must be based on a certification scheme operated by an independent third party or established by a public authority. Self-created or self-declared sustainability labels are not permitted.

• Be transparent about carbon offsetting: claims such as “climate neutral,” “carbon neutral,” “net zero,” or “zero CO₂ emissions” cannot be used if they are based solely on the purchase of carbon credits. Any carbon offsetting activities should be communicated separately and with full transparency.

• Do not overstate individual measures or legal requirements: avoid describing your business as environmentally friendly based on a single initiative, such as waste separation or the use of energy-efficient lighting. Instead, describe the specific sustainability measures you have implemented. Likewise, do not present compliance with legal environmental obligations as voluntary initiatives. For example, avoiding single-use plastics should not be promoted as an additional sustainability commitment where it is already required by law.

• Support environmental comparisons with evidence: any comparison between your environmental performance and that of competitors or market averages must be supported by objective, measurable and verifiable data. The methodology used to make these comparisons should also be clearly communicated.

• Back future commitments with a credible plan: statements about future environmental goals, such as achieving climate neutrality, are only permitted if they are supported by a concrete action plan, measurable interim targets and ongoing monitoring by independent third-party verifiers.

The Directive is scheduled to become fully applicable in Italy on the 27th of September 2026.
As you prepare for these new requirements, you won’t be on your own. We are here to provide guidance, answer your questions and support you throughout every stage of the compliance process.

Together, we can turn this regulatory requirement into a valuable opportunity to enhance transparency, strengthen trust in your business and reinforce the reputation of the destination as a whole.