German UWG Amendment

Jul 2, 2026 Benn-Ibler Rechtsanwälte

The German federal government has submitted a bill to amend the Federal Act Against Unfair Competition (Bundesgesetz gegen den unlauteren Wettbewerb, hereinafter UWG), which aims to implement the EU Directive to strengthen consumer rights for ecological transition. The purpose is to better protect consumers from misleading environmental claims and to create greater transparency regarding sustainability statements.

Combating greenwashing

The reform primarily focuses on combating so-called ‘greenwashing’. In future, companies will only be permitted to use broad environmental claims such as ‘environmentally friendly’, “

‘green’, or ‘climate-friendly’ if these are substantiated by recognised outstanding environmental performance. The criteria for sustainability labels are also being tightened: such labels must either originate from governmental bodies or be based on a transparent and independent certification system.

New restrictions on misleading claims

In addition, the amendment establishes new restrictions on making misleading statements about anticipated environmental performance. Any entity promoting future climate neutrality is required to support such claims with specific, measurable, and time-bound objectives, as well as a publicly available implementation plan. This plan must undergo periodic review by independent experts.

Statements asserting ‘climate neutrality’ based exclusively on CO₂ offsetting initiatives are not permitted.

Going forward, advertising that emphasises benefits unrelated to a product’s actual features or a company’s actions could be deemed misleading on a case-by-case basis; for instance, marketing bottled water as ‘gluten-free’.

Rules on product durability

New rules are being implemented to address product durability. Companies will no longer be allowed to claim their products last longer if those products are intentionally designed to have a shorter lifespan. Additionally, items cannot be marketed as repairable when, in fact, they are not capable of being repaired.

Government Bill – BlgNR 528 XXVIII. GP (10 June 2026)