Can you call your hotel 'sustainable' or 'eco'? The EU greenwashing rules from 27 September 2026

Updated: 9 November 2026

Many accommodation websites say 'sustainable hotel', 'eco' or 'environmentally friendly'. Since 27 September 2026 new banned commercial practices on these messages apply across the EU. This is what the European Commission, the Directive's text and Google's and Booking.com's help pages say (sources at the end). This is not legal advice: for a specific question, ask your adviser.

What is now banned

Generic claims ('eco', 'green', 'sustainable', 'climate-friendly') unless you can show recognised excellent environmental performance, for example the EU Ecolabel or another official type I ecolabel. A claim is no longer generic if you state clearly, on the same medium, what it consists of.
Home-made or invented sustainability labels: a label is only allowed if it is based on a certification scheme with independent verification or set up by a public authority.
Claiming for the whole hotel what only applies to one part (for example, 'eco hotel' because you have solar panels).
'Carbon neutral' or 'zero footprint' claims based on offsetting emissions outside your activity.
Presenting legal requirements as your own distinctive feature.

What you can do

State specific, verifiable facts in the same place: '100% renewable electricity under our supplier contract', 'no single-use plastic bottles in rooms since 2025', 'Biosphere certified since 2024'. Keep the evidence for each statement.

What if my country has not passed its law yet?

Italy transposed it with Legislative Decree 30/2026 and Greece with law 5317/2026. Spain and Portugal had not notified any measure by late October 2026, and the Commission opened proceedings in May. Even so, the Directive's dates are the same for everyone and consumer authorities can already act against misleading messages under current law: the prudent approach is to apply these rules now.

Which labels Google recognises

Google shows a hotel's eco-certification when it comes from an accepted certifier (via Travalyst); hotels cannot self-certify. Its list includes Biosphere, Green Globe, Green Key, EarthCheck, Travelife, ISO 14001 and Hoteles más Verdes, among others. Specific practices (LED lighting, a food-waste programme…) you can add yourself in your Business Profile. The EU Ecolabel is not on Google's list.

Booking.com and the EU Ecolabel

Booking.com took its tiered 'Travel Sustainable' programme offline in March 2024 after action by the Dutch regulator; it now shows third-party certifications, received directly from the bodies twice a year.
The EU Ecolabel for tourist accommodation (Decision 2017/175, valid until the end of 2027) is applied for at each country's competent body (in Spain, each region) and has fees, with reductions for SMEs and micro-enterprises.

10-minute review

Search your website, Google profile and platform listings for 'eco', 'sustainable', 'green' and 'neutral'.
Replace each with a specific fact and its evidence, or remove it.
Remove labels that do not come from independent certification.
If you hold an accepted certification, check it shows on Google and Booking.com.

How iQuota helps

AI assistants and search engines repeat what they read about your property. Specific, verifiable facts help them more than adjectives. Nobody can guarantee that an AI will recommend you, but a clear, truthful listing is a better base.

Want an official booking page AI can read and a connector with your real prices, commission-free? The first 30 hotels join free until 30 June 2027.

See the Founding Hotels programme

Frequently asked questions

Can I still say we recycle?

Yes, if it is true and specific: say what you recycle and how, without turning it into 'eco hotel'.

Is the EU Ecolabel free?

No: there is an application fee and, depending on the country, an annual fee, with SME reductions.

Can I use a label an association gave me?

Only if it is based on a certification scheme with independent verification and public rules.

Sources

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