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July 2026 closes as one of the most densely packed months of regulatory news in recent years for those doing business in Europe. Two reforms, seemingly distant from each other — sustainable finance on one side, extra-EU e-commerce on the other — actually share the same common thread: the European Union is tightening the rules of its internal market, both in terms of environmental credibility and commercial competition.
For Italian companies operating in the Belgian market, or looking more generally to Europe as a strategic outlet, these are changes not to be underestimated: they affect corporate communication, procurement costs and, in perspective, competitive positioning against extra-EU competitors.
ESG and green bonds: the crackdown on greenwashing is a reality
As of 1st July 2026, new European rules have come into force that strengthen oversight on green bond emissions and, more generally, on the environmental communication of companies. The main novelty concerns the supervision of ESG rating agencies — the entities that certify whether a company or financial instrument can be defined as "green" — which are now under the direct control of ESMA, the European Securities and Markets Authority, with an obligation for greater transparency on the evaluation methodologies used.
The underlying message is clear: terms like "green", "eco" or "carbon neutral" can no longer be used as a simple marketing lever. Verifiable evidence, scientific data, and increasingly, independent external verification are required. The European regulatory path on this front is actually broader and will be completed in the coming months: Italy will indeed implement the EU directive on "Green Claims" with a legislative decree that will come fully into force on 27 September 2026, introducing an explicit ban on the free use of generic expressions like "eco-friendly", "natural", "biodegradable" or "green" without objective verification.
The most exposed sectors are those where sustainability is already a consolidated selling point:
- Energy and utilities, where environmental certifications directly impact access to capital;
- Automotive, in full transition to electric and under scrutiny for communications on emissions and product life cycle;
- Fashion and luxury, sectors historically more exposed to the risk of greenwashing due to the careless use of environmental claims in packaging and advertising campaigns.
For Italian SMEs active in Belgium or the EU market, the practical advice is to review their communication material — website, packaging, sales presentations — ensuring that every environmental claim is supported by verifiable data, to avoid being unprepared when the new rules come into full effect in autumn.
Tariffs on extra-EU packages: online trade from China, the USA and the UK is changing
The second novelty concerns e-commerce. From 1st July 2026, the historic customs exemption that exempted shipments from outside the EU valued at less than 150 euros from duties has been abolished. In its place, a flat duty of 3 euros has been introduced, not per package but per individual item contained in the shipment — a distinction that particularly impacts multi-product orders typical of low-cost marketplaces like Temu, Shein, or AliExpress.
This is a temporary measure, intended to remain in force until 2028, pending the full operation of the EU Customs Data Hub, the system that will allow structural customs checks on all shipments regardless of value. Italy, for its part, had planned an additional national contribution of 2 euros per package, but has postponed it to 1st October 2026 to avoid overlaps with the European measure.
For European companies — and Italian ones in particular — competing with low-cost imports from Asia, this is a first concrete signal: the EU is beginning to use tariff tools more assertively to rebalance competitive conditions with large non-EU marketplaces. It is not yet a structural turning point, but the political message is clear.
What it means for Italian companies in Belgium
The two reforms, read together, tell a fundamental trend: the European Union is raising standards on two fronts — that of the credibility of environmental communications and that of commercial loyalty towards non-EU players. For Italian companies operating in the Belgium-Italy corridor, this means:
- Reviewing ESG communication before the rules on Green Claims come into full effect in September, avoiding claims not supported by evidence.
- Monitor the impact on procurement costs if importing products or components from non-EU suppliers, also in the context of dropshipping or e-commerce.
- Seize the competitive opportunity: the tightening on low-cost marketplaces can represent, for those who produce or distribute in Europe with transparent and compliant supply chains, a relative advantage to communicate to their customers.
The Italian Chamber of Commerce in Belgium continues to monitor the evolution of the European regulatory framework to provide member companies with timely updates and practical support in adapting to these new rules.
Source : Adiconsum