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Restricted claim

“Time to upgrade”

Is “Time to upgrade” allowed under the EU Green Claims Directive (2024/825)?

Medium-risk claim Planned obsolescence

Why it is restricted

Generic upgrade nudges aimed at owners of functioning products edge into the durability-misrepresentation territory the amendment targets, especially alongside end-of-support messaging.

Say this instead

Sell the new model on what it adds, without implying the old one has stopped being fit for use.

Legal basis

UCPD Article 6(1)(b) as amended by Directive 2024/825 (misleading as to the main characteristics, where the message implies the product no longer works or is unsupported when it does). Annex I point 23g is NOT the basis: it prohibits FALSELY CLAIMING a certain durability, and "time to upgrade" makes no durability claim at all

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Related claims

“Upgrade now — your model is no longer supported” High-risk claim “Replace now for best results” High-risk claim “Your accessory is incompatible” High-risk claim “Software update required” High-risk claim “End of life — replace your product” High-risk claim “Your filter needs replacing” Medium-risk claim

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