Greenwashing constitutes a significant barrier to consumers making informed decisions that favor the environment, thereby hindering the Green Transition. In response, the European Union aims to revise the regulatory framework governing misleading environmental claims. Analyzing the existing legal framework reveals that Swedish legislation already imposes stringent substantiation requirements on environmental claims. These requirements are justified by the substantial commercial value of such claims, their inherent complexity, and the limited expertise consumers are generally expected to possess in critically assessing them. Against this backdrop, this study shows that the Empowering Consumer Directive is unlikely to bring significant changes to Swedish legal practice, given the already rigorous standards in place. Instead, the primary objective is to harmonize rules across the European market. This harmonization seeks to provide businesses with greater clarity regarding regulatory requirements and to facilitate more effective oversight of marketing practices.