About this webinar
Recorded on 13 April 2026, Bleen’s first webinar looks at the ECGT Directive, the European rule on environmental claims in commercial communication. Belgium transposed it on 1 June, and national laws have applied since 27 September 2026, with no exemption for small businesses.
The webinar goes through the practices the directive now names explicitly:
- generic claims such as ‘eco-friendly’ or ‘green’ without precise, visible explanations;
- ‘carbon neutral’ claims based mainly on offsetting;
- sustainability labels without independent certification or a public authority behind them;
- misleading claims about how long a product lasts or whether it can be repaired.
It also shows how marketing and ESG teams can review packaging, websites, visuals and product names before publishing a claim.
Our article on the ECGT Directive sums up the main points of the session.
Speakers
- Maxime Van der Meerschen: Co-founder of GiveActions and expert in responsible communication. Co-creator and facilitator of the Greenwashing Fresco.
- Margaux le Gallou: Senior Program Manager at Ecos. Expert in European policy on environmental communication and sustainability standards.
- Bianca Couckuyt: Lawyer at the FPS Economy, in charge of transposing the ECGT Directive.
Hosted by Clara Michelet, ESG consultant at Bleen and facilitator of the Greenwashing Fresco.
