As sustainability becomes an increasingly important consideration in technology procurement, businesses are facing greater scrutiny over the environmental claims they make. For Network-as-a-Service (NaaS) providers, that scrutiny is about to become more significant.
The EU’s Empowering Consumers for the Green Transition (ECGT) Directive (EU 2024/825) updates existing consumer protection rules to tackle misleading environmental claims, sustainability labels and other forms of greenwashing. While the legislation is primarily aimed at protecting consumers, its implications are relevant to technology and connectivity providers communicating their sustainability credentials.
The directive entered into force in March 2024, with EU Member States required to transpose it into national law by 27 March 2026. Its provisions will apply from 27 September 2026.
What does the ECGT Directive change?
One of the key changes is a crackdown on vague environmental claims. Terms such as “green”, “eco-friendly” or “environmentally friendly” cannot simply be used as marketing language without appropriate evidence to substantiate them.
For NaaS providers, this could affect how services are positioned around energy efficiency, carbon emissions and sustainability. Claims about reducing network-related emissions, for example, will need to be supported by credible evidence rather than broad statements about being a “green” network.
The directive also places greater scrutiny on future environmental commitments. Statements will need to be backed by a clear, credible, and verifiable action plan. This means sustainability messaging increasingly needs to be connected to measurable objectives, methodologies, and evidence.
There are also restrictions around sustainability labels, with businesses unable to create or use potentially misleading environmental badges or logos without appropriate certification or recognition.
Why does this matter for NaaS?
For NaaS organisations, the impact extends beyond legal compliance. It could influence product marketing, sales enablement and procurement conversations.
Enterprise customers increasingly want to understand the environmental impact of their connectivity and infrastructure. NaaS providers that can clearly demonstrate where sustainability claims come from — whether through energy consumption data, network efficiency metrics, renewable energy sourcing or independently verified assessments — may be better positioned to build trust.
The ECGT Directive therefore presents an opportunity as well as a compliance challenge.
Rather than relying on broad claims such as “sustainable networking”, NaaS providers can use specific, measurable and transparent evidence to demonstrate the environmental characteristics of their services.
As enforcement begins on 27 September 2026, reviewing website copy, product messaging, sales materials and sustainability claims now could help NaaS providers avoid potentially misleading communications. This creates a stronger foundation for credible, evidence-led sustainability positioning.
