Veenendaal, 17 September 2026. Consumers are increasingly taking sustainability into account when making purchasing decisions. From the end of this month, stricter European rules on sustainability claims will apply, leaving online retailers with the challenge of presenting sustainability information in a transparent, understandable and legally compliant way. To help both consumers and businesses navigate these changes, Dutch e-commerce trade association Thuiswinkel.org and online marketplace bol have worked together to develop practical guidance for sustainability filters. The guidance is designed to help online retailers communicate product sustainability characteristics clearly and carefully. From today, bol customers can already filter products based on relevant sustainability characteristics. The Netherlands Authority for Consumers and Markets (ACM) also contributed to the process in its role as regulator.
A consumer looking online for a new lamp, jacket or coffee machine is often presented with dozens of similar products. But which option actually offers a sustainability benefit? And how can an online retailer make this information clear, reliable and legally correct?
From 27 September 2026, stricter European rules on sustainability claims and sustainability characteristics will apply. These rules set higher standards for how sustainability-related information is presented and substantiated.
Rather than developing separate solutions, Thuiswinkel.org and bol decided to combine their knowledge, experience and perspectives in consultation with the ACM. The project examined how consumers can be better supported when searching for products with particular sustainability characteristics, while also giving online retailers clearer guidance on what is possible within the legal framework.
“Social challenges require cooperation. By bringing together knowledge from regulators, the industry and day-to-day practice, we show that making commerce more sustainable is something we do together, not individually. The insights have been incorporated into practical guidance that is now being shared with the entire sector.”
Marlene ten Ham, Managing Director of Thuiswinkel.org
Bol turns the findings into new sustainability labels and filters
Bol has translated the joint findings into practical changes on its own platform. Its general ‘Good Choice’ label has been replaced by more than 20 specific labels that explain which particular sustainability characteristic or product feature applies to an item.
Milieu Centraal, an independent Dutch knowledge centre for sustainable living and bol’s knowledge partner for environmental policy, reviewed the allocation of environmental labels and the accompanying explanations.
Bol has also updated its sustainability filter and now provides customers with more information on subjects such as warranty periods and repairability. This makes it easier to see whether, for example, a product can help save energy, provides insulation or is sold second-hand.
“Making our operations more sustainable is something we do step by step, by continuously learning and improving. For us, it starts with trust. Customers should be able to rely on the information they see at bol being clear and properly substantiated.
“Our cooperation with Thuiswinkel.org and the ACM has helped us translate new legislation into a careful and practical solution. The sustainability labels make it easier for customers to choose products that match their wishes and needs. We hope the insights we have gained together will also contribute to further progress across the sector.”
Dennis van den Berg, Director ESG at bol
The value of working together
By combining the perspectives of the different organisations, the project has produced a practical example designed around the needs of both consumers and online businesses.
To make the lessons from the project available to the wider e-commerce sector, Thuiswinkel.org has published guidance containing practical recommendations for sustainability filters.
The document includes recommendations on the design of sustainability filters, the use of sustainability claims and issues organisations should consider when developing similar functionality.
“At the ACM, we believe it is important that consumers who want to take sustainability into account when making purchasing decisions can also do so easily when shopping online. We saw that many companies were looking for ways to design sustainability filters that comply with the legal rules. Good practical examples can help with this.
“That is why the ACM supported this initiative. The project shows which considerations are involved in developing sustainability filters and how they can be applied within the legal framework. While many companies are still exploring possible solutions, bol has taken a concrete step in this area. We hope the lessons from this practical example will also inspire other businesses to help consumers make more informed sustainability-related choices.”
Martijn Ridderbos, Board Member at the Netherlands Authority for Consumers and Markets (ACM)
What this means for online retailers in the Netherlands
For international e-commerce companies selling to consumers in the Netherlands, the development is particularly relevant. Sustainability filters, labels and environmental claims are increasingly becoming a compliance issue as well as a marketing and user-experience issue.
Online retailers should therefore review how sustainability characteristics are described, which evidence supports those claims and whether filters or labels could give consumers an impression that is broader than the underlying evidence allows. The new guidance from Thuiswinkel.org provides a practical Dutch e-commerce perspective on how businesses can approach this.
Editorial disclaimer: This article is an English-language editorial adaptation of information published by Thuiswinkel.org on 17 September 2026. Quotations have been translated from Dutch. BlossomYourContent.eu is not affiliated with Thuiswinkel.org, bol, the ACM or Milieu Centraal. The information is provided for general informational purposes and should not be considered legal advice. Businesses should assess the applicable EU and Dutch rules in relation to their own products, claims and e-commerce activities.
