If a professional compares products based on environmental or social characteristics or aspects of circularity—including durability, reparability, or recyclability—and provides consumers with information in this regard, the professional must provide information about the compared products and their respective suppliers, as well as the method of comparison and the measures taken to keep such information up to date.The omission of such information, considered “relevant,” will constitute a misleading commercial practice if that practice causes or is likely to cause the average consumer to make a commercial decision that they would not otherwise have made. Similarly, presenting such information in a way that is unclear or incomprehensible—based on the “average consumer” standard—may constitute a misleading commercial practice. Therefore, the method of comparison must be explained in a way that allows the average consumer to fully understand it .
Finally, if the service compares products based on environmental or social aspects in combination with other product characteristics (such as technical characteristics or product features), the ECGT Directive continues to apply to the characteristics that fall within its scope.
Last modified on 25/09/2026