EU Empowering Consumers Directive Enters Force September 27 — 400+ Enforcement Actions Already

The EU's Empowering Consumers for the Green Transition Directive (ECGT, Directive 2024/825) becomes enforceable across all 27 EU member states on September 27, 2026 — 23 days from now. The directive amends the Unfair Commercial Practices Directive and Consumer Rights Directive, banning generic environmental claims ("sustainable," "eco-friendly," "green," "carbon neutral") without substantiation, prohibiting misleading sustainability labels, and creating a framework for national regulators to pursue enforcement through consumer protection law. More than 400 enforcement actions have already been brought by national authorities in 2026 under existing consumer protection frameworks anticipating the new rules. The directive applies regardless of sector and irrespective of whether the trader or product originates from outside the EU — creating extraterritorial exposure for any company marketing to EU consumers. For law firms advising consumer-facing companies, the September 27 deadline represents an immediate compliance requirement, not a grace period.