New consumer protection rules came into effect on 27 September 2026. Here’s what every Irish florist should know.
Sustainability has become an increasingly important conversation within the floristry industry. From floral foam alternatives and locally grown flowers to recyclable packaging and sustainable growing practices, florists are making changes to how they work.
But how do we communicate those changes to our customers? And are the environmental claims we make always as accurate as we think?
On 27 September 2026, new regulations came into effect in Ireland aimed at protecting consumers from misleading environmental claims, commonly known as greenwashing.
These changes affect businesses of all sizes, including independent florists.
At the Institute of Flowers, we believe it’s important that our members understand what this means for their businesses, their suppliers and the way they communicate with customers.
What is greenwashing?
Greenwashing happens when a business gives consumers a misleading impression of how environmentally friendly a product, service or business really is.
Sometimes this is deliberate. But it can also happen unintentionally, particularly when businesses repeat environmental claims made by manufacturers or suppliers without checking the evidence behind them.
For example, describing a bouquet as “100% sustainable” simply because it has been created without floral foam could give customers a misleading impression of its overall environmental impact.
The same applies to packaging advertised as biodegradable without explaining the conditions required for it to break down.
What has changed under Irish law?
The European Union (Empowering Consumers for the Green Transition) Regulations 2026, S.I. No. 124 of 2026, implement EU Directive 2024/825 in Ireland.
The legislation introduces stricter rules around environmental marketing and consumer information.
Among the key changes:
Generic claims such as “green”, “eco-friendly” or “environmentally friendly” are prohibited unless recognised excellent environmental performance relevant to the claim can be demonstrated.
Sustainability labels must be based on an appropriate certification scheme or established by public authorities.
Environmental claims about an entire product or business cannot be made when the evidence only relates to one particular aspect.
Claims that a product has a neutral, reduced or positive greenhouse gas impact based on carbon offsetting are prohibited.
Claims about future environmental performance must meet specific requirements, including clear, verifiable commitments and independent verification.
These rules apply to consumer-facing marketing, including websites, product descriptions, advertising and social media.
What does this mean for the floristry industry?
1. Floral foam and alternative mechanics
There has been considerable discussion about floral foam and its environmental impact.
Many florists are exploring reusable structures, water-based mechanics and other alternatives.
These developments can be communicated positively, but it’s important to distinguish between describing a technique and claiming an environmental benefit.
For example:
Be cautious with: “Our arrangements are completely sustainable because we don’t use floral foam.”
A more specific statement: “This arrangement has been created without floral foam, using a reusable support structure.”
The second statement describes what the florist has actually done without suggesting that the entire arrangement has no environmental impact.
2. Irish-grown versus imported flowers
Supporting Irish flower growers is an important part of our industry, and many florists actively seek out locally grown flowers when available.
However, the environmental impact of flowers is more complicated than the distance they travel.
Energy used during cultivation, greenhouse heating, water management, refrigeration, packaging and transportation can all contribute to a flower’s environmental footprint.
It would therefore be misleading to automatically claim that every Irish-grown flower is more environmentally friendly than every imported flower without suitable supporting evidence.
Florists can absolutely celebrate Irish-grown products. The key is to be accurate.
For example, “These flowers were grown in County Wicklow” is a specific, factual claim, provided it is true.
3. Packaging, sundries and biodegradable materials
This is an area where florists should pay particular attention.
Our industry uses a wide range of packaging and sundry materials, many of which are marketed using environmental terminology.
You may have seen descriptions such as:
Biodegradable floral packaging
Compostable wrapping
Recyclable containers
Eco-friendly mechanics
Sustainable floral supplies
These descriptions are not automatically prohibited in every context, but claims must be accurate and comply with the relevant legal requirements.
For example, a product described as compostable may require industrial composting facilities rather than breaking down in a customer’s home compost bin.
That distinction matters.
Our advice to members: Ask suppliers and manufacturers for clear information about the environmental claims attached to the products you purchase.
If you are repeating a supplier’s environmental claim in your own marketing, make sure you have appropriate evidence to support it.
4. Sustainable flowers and grower certifications
Many flower growers and suppliers are investing in environmental improvements, responsible production and certification programmes.
These developments are important and deserve recognition.
However, florists should understand what a particular certification actually covers before presenting it to customers.
Does the certification relate to pesticide management, water use, energy consumption, environmental management or another aspect of production?
One certification does not automatically prove that a flower is sustainable in every respect.
The new regulations also place restrictions on sustainability labels that are not based on qualifying certification schemes or established by public authorities.
This makes understanding the information supplied by growers and wholesalers increasingly important.
What should independent florists do now?
The good news is that this legislation does not prevent florists from discussing sustainability or sharing the positive changes they are making.
It encourages businesses to be more precise, transparent and accountable.
There are a few practical steps every florist can take.
Review your website and social media.
Look at how you describe your flowers, packaging, mechanics and business practices. Are your environmental claims specific and supported by evidence?
Talk to your suppliers.
Ask growers, wholesalers and manufacturers for information that supports their environmental claims.
Be careful with broad statements.
Words such as “sustainable” and “eco-friendly” can carry significant meaning for consumers and are now subject to strict legal rules.
Celebrate genuine improvements.
If you’ve introduced reusable containers, reduced particular materials or started sourcing more flowers from Irish growers, tell that story accurately.
Keep supporting information.
Retain relevant certificates, supplier documentation and evidence relating to the environmental claims used in your business.
A responsibility across the entire supply chain
Florists are often the final link between the flower industry and the consumer.
Before a flower reaches a customer’s home, it may have passed through growers, auctions, wholesalers, transport companies and retailers.
Environmental claims can originate anywhere along that journey.
For independent florists, it is important to have access to reliable information from the businesses supplying their flowers and materials.
At the Institute of Flowers, we believe this is an opportunity for better communication and greater transparency throughout the industry.
Florists should be able to ask questions, understand the products they are buying and confidently communicate accurate information to their customers.
The IOF perspective: Education, not fear
Sustainability is an evolving subject, and no florist should feel that they must have every answer.
What matters is a willingness to learn, question information and make informed decisions.
The new regulations provide an opportunity to improve how our industry discusses environmental responsibility.
They also highlight the importance of continuing professional education, strong supplier relationships and access to reliable information.
The Institute of Flowers will continue to highlight developments in legislation and industry practices that affect professional florists in Ireland.
Because responsible floristry isn’t simply about what we use.
It’s also about what we say, what we can demonstrate and the trust we build with our customers.
Further information
Members wishing to read more about the new regulations can consult the following official sources:
Competition and Consumer Protection Commission (CCPC): European Union (Empowering Consumers for the Green Transition) Regulations 2026.
Irish Statute Book: S.I. No. 124 of 2026.
European Commission: Directive (EU) 2024/825.
This article is provided for general educational purposes and does not constitute legal advice. Businesses should consult the official CCPC guidance or seek professional advice when reviewing particular environmental claims.
Institute of Flowers | Supporting Professional Floristry in Ireland
