About this plugin
From 27 September 2026 Directive (EU) 2024/825 bans generic environmental
claims across the European Union: “eco-friendly”, “green”, “sustainable”,
“zero impact” and their variants, when nothing next to them backs them up. It
also bans climate neutrality claims based on offsetting and sustainability
labels made up in-house. In Italy the directive is transposed by Legislative
Decree 30/2026 into article 23 of the Consumer Code, and the competition
authority (AGCM) enforces it with the fines of article 27.
The practical problem is that nobody rereads three hundred product pages by
hand. The plugin does it for you: it reads the texts, finds the sentences that
fall under the ban and for each one shows the sentence, the reason, the
article of law and how to fix it.
The rules read Italian text. The ban is European, but the dictionary of
each language has to be written on real sentences in that language, and for
Italian thousands of them have been collected and classified. The admin screens
are in English and Italian.
What it does
- Checks the content open in the editor while you type, and jumps to the
flagged sentence
- Scans the whole site in batches, remembers what it found and tells new
findings apart from those already seen and those fixed
- Reads the SEO title and description from Yoast SEO, Rank Math and SEOPress,
and the alt text of images
- Adds a “Claims” column to the lists of products, pages and posts
- Has a page where you can paste any text and see it checked
- Treats a claim that sits next to a real certification (EU Ecolabel, FSC,
PEFC, GOTS, Oeko-Tex, EU Organic, Blauer Engel, Nordic Swan) as “to verify”
instead of banned
- Quotes the right law: article 23 of the Italian Consumer Code for Italy, the
points of Annex I to the directive for the other EU countries
What it does not do
- It does not tell whether a qualification is true. “50% recycled” is
marked “to verify” even if that 50% is made up: only you know that
- It never says “compliant”. No report from this plugin is a certificate of
compliance, and a missed finding is no guarantee
- It is not legal advice. It flags according to written, stated rules; the
judgement on a real case belongs to a lawyer
- It does not change anything. It shows what to fix and leaves the writing
to you
- It does not send your texts anywhere. The rules are inside the plugin and
run on your server. No outbound calls, no keys, no third party services
What it checks by default
Products and pages. Blog posts start switched off and can be turned on in the
settings: the ban covers commercial communication, and a post about the
environment rarely is.
Classes of findings
- Generic: an environmental term with nothing in the sentence to back it.
Banned by article 23, letter d-bis (Annex I, point 4a)
- To verify: the term is tied to a material, a standard or a certificate.
Lawful if the qualification is true
- Offsetting: climate neutrality or zero emissions obtained through
offsetting. Banned by letter d-quater (Annex I, point 4c)
Who makes it
Ing. Massimiliano Brasile, an engineer registered with the Order of Engineers
of the Province of Rome. Product page and contacts at
pro.