La misma Directiva, 8 panoramas de aplicación muy distintos

Private enforcement by competitors and trade associations is fast, cheap for the claimant and already active — you can be in court long before an authority looks at you.

Autoridad

Wettbewerbszentrale, consumer associations and competitors

Norma

Gesetz gegen den unlauteren Wettbewerb (UWG), amended to transpose Directive 2024/825.

Tope

50.000 €

France banned unqualified carbon-neutrality advertising in 2023, three years ahead of the Directive, and the DGCCRF runs sector sweeps.

Autoridad

DGCCRF

Norma

Code de la consommation, plus the Loi Climat et Résilience (2021-1104) and Décret 2022-539 on carbon neutrality advertising.

Tope

300.000 €

The ACM published detailed sustainability-claims guidance early and has secured public commitments from large retailers rather than going straight to fines.

Autoridad

ACM (Autoriteit Consument & Markt)

Norma

Burgerlijk Wetboek Book 6 (unfair commercial practices) implementing the UCPD, amended for Directive 2024/825.

Tope

900.000 €

Enforcement is split between national and regional authorities, which makes it less predictable rather than less likely.

Autoridad

Regional consumer authorities and the Ministry of Consumer Affairs

Norma

Real Decreto Legislativo 1/2007 (consumer protection) and Ley 3/1991 de Competencia Desleal, amended for Directive 2024/825.

Tope

1.000.000 €

The AGCM acts on its own initiative and its fines are among the largest in the EU for unfair commercial practices.

Autoridad

AGCM (Autorità Garante della Concorrenza e del Mercato)

Norma

Codice del Consumo (D.Lgs. 206/2005), amended to transpose Directive 2024/825.

Tope

10.000.000 €

A small market with one central authority and, so far, little published green-claims enforcement. Low observed activity is not low legal risk, and the gap is closing on a known date: the Estonian transposition of Directive (EU) 2024/825 is adopted and enters into force on 27 September 2026 (redaction 103072026030), adding statutory definitions of 'keskkonnaväide' and 'üldine keskkonnaväide' to the Consumer Protection Act. Until then the general misleading-practice rules apply. A shop selling from Estonia into Germany is judged in Germany either way.

Autoridad

Tarbijakaitse ja Tehnilise Järelevalve Amet (TTJA)

Norma

Tarbijakaitseseadus (Consumer Protection Act) implementing the UCPD — § 16 misleading and § 18 aggressive practices, penalties in § 70 — together with Reklaamiseadus (Advertising Act), which sets general requirements for advertising independently of consumer law.

Tope

400.000 €

A small, highly digital market with an active regulator and an unusual penalty structure: there is no fixed euro ceiling at all. The Finnish Competition and Consumer Authority can seek a penalty payment of up to 4% of turnover, so exposure scales with the size of the business rather than with the number of claims.

Autoridad

Kilpailu- ja kuluttajavirasto (KKV)

Norma

Kuluttajansuojalaki (38/1978) chapter 2 on marketing, implementing the UCPD. Penalty payments are governed separately by Laki kuluttajansuojaviranomaisten eräistä toimivaltuuksista (566/2020), which is where the amounts live.

Tope

4 % de la facturación

Sweden has one of the most active greenwashing enforcement records in the EU and a penalty that is purely turnover-based, with no fixed ceiling. The Patent and Market Court has repeatedly found vague environmental wording misleading, and Annex I of the UCPD is written directly into the penalty provision.

Autoridad

Konsumentverket / Konsumentombudsmannen (KO)

Norma

Marknadsföringslagen (2008:486), which implements the UCPD. Section 29 makes a breach of the Act — or of Annex I to Directive 2005/29/EC — punishable by a market disruption fee; section 31 sets the amount.

Tope

4 % de la facturación