ECGT Directive 2024/825: Europe against greenwashing. EcoMuvi is already compliant.

In March 2024, the European Union approved the ECGT Directive Empowering Consumers for the Green Transition (EU 2024/825), a measure destined to mark a turning point in environmental communication and consumer protection. This also concerns our Sector!

Member States will have to transpose it by 27 March 2026.

The objective is clear: to structurally combat greenwashing and ensure that every environmental claim is verifiable, based on concrete data and supported by credible certification systems.

The Directive prohibits:

• generic and unsubstantiated environmental claims (such as “eco”, “green”, “sustainable” without objective evidence);

• sustainability labels not based on recognized certification systems and inspected by independent third parties;

• misleading communications regarding the durability, reparability, or environmental performance of products and services;

• presenting something as sustainable when it is simply neutral because it has been offset!

In other words, Europe is demanding what should be at the foundation of any serious sustainability pathway: measurability, transparency, and independent verification.

EcoMuvi: a model already aligned with the new European regulatory framework!

For the audiovisual sector, this regulatory scenario does not represent a sudden change, but rather a confirmation.

EcoMuvi was created in 2013 precisely with the aim of overcoming the logic of self-declarations and non-verifiable guidelines, introducing a technical system based on:

• third-party, independent and accredited audits (with legal value throughout the EU);

• objective and measurable indicators;

• documentary traceability;

• certification issued by an accredited body according to ISO/IEC 17020.

With the new EcoMuvi Standard 2025, EcoMuvi further strengthens its methodological framework, integrating updated criteria that are increasingly aligned with the evolution of European regulations in the fields of ESG and consumer protection.

What the ECGT Directive introduces as a regulatory obligation today, EcoMuvi has been applying for years as a founding principle: sustainability is not communicated, it is demonstrated.

Sustainability is not the offsetting of emissions, but the long-term, strategic and virtuous redesign of an entire sector.

A new paradigm for the audiovisual sector

The audiovisual sector is increasingly being called upon to report its environmental, social, and economic impacts, also in relation to ESG funding lines and European public funds.

In this context, relying on certified systems verified by third parties is not only an ethical choice, but also a legal and reputational safeguard.

Likewise, EcoMuvi includes an ecosystem (banks, EU funding proposal support, etc.), offering a 360° service.

The ECGT Directive marks the beginning of a new phase: from environmental storytelling to documented responsibility.

EcoMuvi is ready to support productions in this transition, offering an accredited, technical, and operational standard capable of transforming sustainability into measurable performance and competitive value.