On September 27, 2026, Hungary will enforce stricter regulations regarding sustainability claims in commercial communications, following new EU legislation aimed at enhancing consumer protection against deceptive practices.

The new rules, stemming from the EmpCo directive adopted by the European Parliament and Council in early 2024, will expand the 'blacklist' of unfair commercial practices under the Consumer Protection Act. This blacklist will now include 12 new points that automatically qualify as unfair practices, eliminating the need for further assessment of their impact on consumer decisions.

Examples of practices that will be added to the blacklist include the use of sustainability labels not based on recognized certification systems, making general claims about environmental friendliness without proof of superior performance, and misleading statements about product durability and repairability.

The Hungarian Competition Authority (GVH) emphasizes that these new regulations apply broadly across various industries, urging businesses to consult legal advisors to avoid potential violations. The GVH has been actively addressing green claims in recent years and plans to update its guidance for businesses following the implementation of the EmpCo directive.