Environmental claims on wine labels

What has changed

Italian Legislative Decree no. 30 of 20 February 2026 transposed Directive (EU) 2024/825 and amended the Consumer Code. The new rules apply from 27 September 2026 (art. 2) to all commercial communications addressed to consumers: labels and back labels, website, product sheets, social media, trade fair materials, signage in the winery.

The starting point is the definition of an environmental claim: any non-mandatory message, in any form, including text and pictorial, graphic or symbolic representations such as brands, company names or product names, which states or implies a positive, zero or better environmental impact than others (Consumer Code, art. 18, letter n-quater). Even the name of a wine or a drawing on a label can be a claim.

Statements that are unfair in all circumstances

The Consumer Code lists the practices that are misleading «in all circumstances» (art. 23). The new entries relevant to wine:

• a generic environmental claim that the producer cannot support with recognised excellent environmental performance, such as the EU Ecolabel (letter d-bis). The Directive gives explicit examples: «environmentally friendly», «eco-friendly», «green», «nature’s friend», «ecological» (recital 9);
• a claim about the whole product or the whole business when it concerns only one aspect (letter d-ter): a grassed vineyard does not make the whole winery «sustainable»;
• a neutral or reduced emissions impact based on offsetting (letter d-quater): «zero impact», «climate neutral» based on buying credits;
• a sustainability label not based on a certification scheme or not established by public authorities (letter b-bis): home-made stamps and logos;
• presenting as a distinctive feature what the law requires of everyone (letter l-bis).

Promises about the future («neutral by 2030») are assessed case by case: they need a detailed plan with measurable targets and deadlines, periodically verified by an independent third party (art. 21, para. 2, letter b-ter). The Directive adds that words such as «sustainable», «responsible», «conscious» go beyond the environment and cannot rest even on recognised environmental excellence (recital 10).

What remains possible, and is in fact worthwhile

A specific, true and verifiable environmental statement remains allowed, provided the specification is clear and prominent and sits on the same medium (art. 18, letter n-quinquies): on the same label, on the same page. «Vineyard grassed all year round on the estate’s 4 hectares» says something precise; «green wine» asks the consumer to trust. Emissions claims are allowed when based on the actual life-cycle impact of the product (recital 12). Labels established by public authorities remain usable.

It is a change of pace that rewards those who work well in the vineyard: the concrete detail is more credible than the generic word, and today it is also the only one the law protects.

Who checks, and with what consequences

The Italian Competition Authority (AGCM) supervises, acting on its own initiative or at the request of anyone with an interest, competitors included (art. 27, para. 2). It can ask the producer for proof of the accuracy of the data: if the proof is missing or insufficient, the data are considered inaccurate (art. 27, para. 5). Fines range from €5,000 to €10,000,000, according to seriousness, duration and economic conditions (art. 27, para. 9).

How to set up the review

The method is simple and worth doing once and for all, before the next print run of labels:

1. collect every text addressed to consumers: labels, back labels, wine names, website, sheets, social media, materials for fairs and wine shops;
2. mark every sentence, word or symbol that speaks of environment, nature, climate, sustainability;
3. for each, find the proof: a vineyard figure, a register, a third-party certification;
4. rewrite in specific form what has proof, and rephrase the rest.

Step 3 is the heart of the work, and whoever follows the vineyard already has almost all the proof: the field notebook, the analyses, the documented agronomic choices.

Frequently asked questions

When do the new rules on environmental claims apply in Italy?

From 27 September 2026, under Legislative Decree 30/2026, which amended the Consumer Code by transposing Directive (EU) 2024/825.

Can I still write «sustainable» on a wine label?

As a generic word it is at risk: the Directive states that «sustainable» goes beyond the environment and cannot rest even on recognised environmental excellence. Better to replace it with the specific fact that justifies it, written on the same medium.

Do the rules also apply to the winery’s website and social media?

Yes: they apply to every commercial communication addressed to consumers, in any form, including product names and images.

What does a winery risk if it does not comply?

The Italian Competition Authority can ban the practice and impose a fine from €5,000 to €10,000,000. It can ask for proof of the data declared: if missing, the data are considered inaccurate.