Vegan Society to Redesign Its Vegan Trademark as EU Green Claims Rules Take Effect

The Vegan Society is updating its Vegan Trademark to comply with incoming European Union regulations on environmental and sustainability claims. The redesign is timed around the Empowering Consumers for the Green Transition Directive, which prohibits self-declared eco-labels without independent certification systems. The Society aims to fully comply with the directive by the September 2026 deadline, with no transition period once the rules take effect for companies targeting EU consumers.

The redesign of the trademark will focus on preserving trust and recognition while meeting evolving consumer protection requirements. With an increasing number of competing labels in the market, consumers need clearer signals to know which products they can trust. The Vegan Trademark, established in 1990 and certifying over 70,000 products in 68 countries, is the largest third-party vegan certification scheme globally. The Society continues to provide clear guidance to trademark holders on using the mark appropriately.