Sama direktiiv, 8 väga erinevat jõustamispilti

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.

Jõustaja

Wettbewerbszentrale, consumer associations and competitors

Seadus

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

Ülempiir

50 000 €

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

Jõustaja

DGCCRF

Seadus

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

Ülempiir

300 000 €

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

Jõustaja

ACM (Autoriteit Consument & Markt)

Seadus

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

Ülempiir

900 000 €

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

Jõustaja

Regional consumer authorities and the Ministry of Consumer Affairs

Seadus

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

Ülempiir

1 000 000 €

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

Jõustaja

AGCM (Autorità Garante della Concorrenza e del Mercato)

Seadus

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

Ülempiir

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.

Jõustaja

Tarbijakaitse ja Tehnilise Järelevalve Amet (TTJA)

Seadus

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.

Ülempiir

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.

Jõustaja

Kilpailu- ja kuluttajavirasto (KKV)

Seadus

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.

Ülempiir

4% käibest

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.

Jõustaja

Konsumentverket / Konsumentombudsmannen (KO)

Seadus

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.

Ülempiir

4% käibest