Environmental communication: ethics and legal requirements

New EU rules are steering tourism businesses towards sustainable, ethical and transparent communication

Sustainability is no longer an option in the world today: it has become a necessity. The increasing focus on environmental, social and ethical issues has significantly changed the expectations of consumers and institutions. More and more businesses, including those in the tourism industry, are feeling pressured – or compelled – to tell people how they are contributing to a more sustainable future. However, during this green communication drive it is crucial to take into account not only the ethics of transparency, but also evolving EU legislation. There are new rules that aim to ensure consumers are provided with information that is reliable, verifiable and genuinely useful for people looking to make informed decisions. Consequently, environmental communication is a sensitive area, in which reputation, responsibility and legal obligations all come into play. 

What has changed due to Directive (EU) 2024/825? 

Directive (EU) 2024/825, approved by the European Parliament, marks an important step forward in environmental communication legislation. It has introduced specific obligations and prohibitions for businesses making environmental claims about their products or services. In particular, the directive bans the use of environmental claims that are vague, misleading or not backed by concrete data. For example, generic terms such as “eco-friendly”, “sustainable” and “green” are only allowed if they are accompanied by verifiable scientific evidence.

For the tourism industry, the new directive means that an in-depth review must be conducted of materials such as websites, brochures, catalogues and promotional content. For instance, it will no longer be permitted for a facility to claim that it has a “low environmental impact” if it cannot transparently demonstrate what action has been taken and what results have been achieved, in accordance with which standards. Companies must provide clear evidence to support every environmental claim, backing it with recognised certifications if appropriate. This means that there must be a shift in communication, from a promotional style to an informative one. Accuracy and attention to detail are now crucial.

A more candid, sustainable approach to communication in tourism

For small and medium-sized tourism businesses, adapting to the new rules might seem like a complex challenge. However, it’s also a great opportunity to stand out. As well as avoiding reputational damage and penalties for greenwashing, a frank, transparent approach to environmental communication enables businesses to earn the trust of customers, who are increasingly watchful and informed.

The Smarties for SMEs project supports SMEs during this process, providing training and tools for sustainable, clear and credible communication. Companies that choose to highlight genuine commitment to the cause – with measurable data, reliable certifications, evidence and good practices – can develop stronger identities and position themselves as dependable players in the green transition. Giving a more personal account – with an emphasis on little everyday actions and constant improvement – can be an effective option, especially if it is in keeping with the company’s values and the experiences offered to visitors.