New labeling system aligns with EU regulations to standardize transparent and verifiable environmental claims

bluesign technologies ag has introduced bluepass, a certification mark and labeling system designed to provide verified and standardized sustainability claims. The initiative is aligned with evolving EU regulatory requirements and aims to support transparency across the textile value chain.

The new framework replaces the existing bluesign® PRODUCT and bluesign® APPROVED designations with a unified certification system. It has been developed in collaboration with bluesign System Partner companies and reflects emerging EU regulatory requirements.

“At a time when sustainability claims are under increasing scrutiny, the industry needs clarity, consistency, and proof,” said Barbara Oswald, Chief Commercial Officer at bluesign. “bluepass now provides our over 900 global System Partner companies a standardized way to communicate verified performance, grounded in real production processes and supported by accessible data.”

The introduction of bluepass comes ahead of the Empowering Consumers for the Green Transition Directive (ECGT), which will take effect from September 27, 2026. The directive requires that all consumer-facing sustainability claims in the EU be supported by accessible and verifiable evidence.

bluepass has been designed to address these requirements through a standardized labeling structure that includes a certification mark, fixed claim language, and a QR code linked to a bluesign-controlled verification platform. The system is intended to distinguish verified claims from unsubstantiated or self-defined environmental statements.

The certification identifies products, materials, and chemical inputs that meet bluesign Criteria across six areas of responsibility, including environmental protection, resource productivity, and worker and social responsibility.

Three certification marks have been introduced to correspond to different stages of the value chain: bluepass consumer product for finished goods, bluepass article for intermediate materials and components, and bluepass chemical product for chemical inputs.

Each label follows a consistent format that may include the certification mark, a defined claim statement, a QR code linking to verified data, and a unique certification ID to ensure traceability.

“When a consumer recognizes and scans a bluepass label, they are not just seeing a claim, they are accessing the verified information behind it,” added Oswald. “That level of transparency is becoming the expectation, not the exception.”

Scanning the QR code directs users to a bluesign-managed verification page containing detailed certification information, including how the product meets bluesign Criteria and how the processes have been assessed. This system links product-level communication with underlying supply chain data.

bluepass will be implemented across bluesign’s network of more than 900 System Partners, including brands, manufacturers, and chemical suppliers, enabling consistent use of verified claims across the textile value chain.

As adoption expands, the certification is positioned to align with current regulatory frameworks and future requirements such as digital product passports and enhanced verification standards.

“The industry is moving toward evidence-based communication,” said Oswald. “bluepass gives brands the structure to meet that expectation with confidence, while maintaining the integrity of the data behind every claim.”

bluepass is now available to bluesign System Partner companies. Further details on implementation timelines and certification requirements are available on the company’s official platform.