Since September 27, 2026, stricter rules against greenwashing and planned obsolescence have been in effect in Austria. The regulations, implemented by Federal Law Gazette I No. 58/2026, expand the so-called blacklist of the Unfair Competition Act (UWG) and now explicitly prohibit certain misleading business practices. For companies, this means that environmental claims, sustainability labels, and product lifespan information must withstand particularly rigorous scrutiny.
Environmental and sustainability aspects are playing an increasingly important role in purchasing decisions. Statements such as "climate-neutral," "environmentally friendly," or "sustainable" can therefore have a significant influence on consumers. Even before the reform, misleading environmental claims could be combated under the general prohibition of misleading advertising in the Unfair Competition Act (UWG). The Supreme Court (OGH) had developed strict case law on this matter early on. For example, as early as 1983, it addressed the advertising for an allegedly "biodegradable" detergent. Subsequently, advertising claims were also challenged if they created a false impression for consumers about the actual environmental impact of a product. With the now-enacted amendment to the UWG, key aspects of these requirements are explicitly enshrined in law and supplemented with new prohibitions.
The expansion of the blacklist is particularly relevant. Since September 27, 2026, the use of a sustainability label has been prohibited unless it is based on a certification system or established by a government agency. General environmental claims made to consumers are also forbidden if the required recognized outstanding environmental performance cannot be demonstrated. It is equally prohibited to portray an entire product or business activity as sustainable if the claimed environmental performance relates only to a specific aspect. Another offense concerns labeling a product as climate-neutral if this claim is based solely on offsetting greenhouse gas emissions. Furthermore, the reform targets planned obsolescence. This includes misleading information regarding repairability, durability, or necessary updates, as well as practices that encourage consumers to replace consumables prematurely.
The amendment to the Unfair Competition Act (UWG) does not represent a complete new beginning, but rather continues the already strict case law on greenwashing and expands consumer protection to include additional offenses. For companies, this means that environmental advertising and sustainability labels must already be reviewed. Anyone advertising with ecological attributes must be able to provide verifiable evidence for these claims. At the same time, the new legal situation requires a critical examination of product information regarding repairability, durability, and lifespan. September 27, 2026, is therefore no longer an upcoming deadline, but marks the beginning of a stricter legal framework already in effect. Companies should adjust their advertising claims and compliance structures accordingly.
Federal Law Gazette Part I No. 58/2026