Consumer Protection Changes in Estonia in 2026: Withdrawal Button, Green Claims, Right to Repair, and Consumer Credit

2026 will bring several important changes to consumer protection in Estonia, but not all of them have entered into force yet. The online withdrawal function for online shops will take effect on 1 September, and the new rules on environmental claims and sustainability labels on 27 September. Meanwhile, Estonia's implementing legislation on the right to repair is still being considered, and the new consumer credit regulation is still awaiting adoption by Riigikogu.

It is therefore worth distinguishing between three things: what is already in force, what will enter into force in the coming weeks, and what is still only draft legislation. The situation as of 13 August 2026 is set out below.

1. From 1 September, a simple online withdrawal option must be provided

One of the most specific changes in 2026 concerns e-commerce.

On 13 May 2026, Riigikogu adopted the Act Amending the Law of Obligations Act and the Consumer Protection Act, which will enter into force on 1 September 2026. Among other things, the amendment transposes into Estonian law the requirements arising from European Union Directive (EL) 2023/2673.

If a distance contract with a right of withdrawal is concluded with a consumer through an online user interface, the consumer must be able to use a dedicated electronic function to withdraw from the contract. The purpose of the European Union rules is to make withdrawal from a contract concluded online as easily accessible as concluding the contract itself.

Under Estonian law, the function must be available to the consumer throughout the withdrawal period and allow a withdrawal notice to be submitted online. The notice must make it possible to identify at least the consumer, the contract from which they wish to withdraw, and the electronic means to which confirmation of receipt of the notice is sent.

Is the 14-day right of withdrawal new?

No.

As a general rule, consumers already have the right to withdraw from a contract concluded online within 14 days. For goods, the period is usually calculated from the date of receipt. The right of withdrawal is also subject to statutory exceptions.

The 2026 amendment does not create a 14-day right, but changes how consumers can exercise this right online.

This distinction is important because a “withdrawal button” is not merely a link to the online store's return policy. The trader must consider the entire electronic withdrawal process.

Before 1 September, online stores should check whether the withdrawal function is visible to the customer where required, whether the declaration can be submitted online, whether the specific order can be identified, and whether the consumer receives electronic confirmation of submitting the declaration.

2. Starting from 27 September, the rules on green claims will become significantly stricter

The second major change affects a much broader range of businesses than just online stores.

On 17 June 2026, Riigikogu adopted the Act amending the Consumer Protection Act and the Explosives Act, which transposes Directive (EL) 2024/825, also known as the Directive on empowering consumers for the green transition, into Estonian law. The new provisions of the Consumer Protection Act will enter into force on 27 September 2026.

The aim of the amendments is to limit situations where a product, service or company is presented to consumers as more environmentally friendly than there are actual grounds to substantiate the claim.

This applies to packaging and advertising as well as online store product descriptions, websites, digital advertisements, social media and other commercial communications aimed at consumers. According to the European Commission's guidance, the rules focus on how a product, service or company is presented to the consumer.

Words such as “green” and “environmentally friendly” are becoming riskier

Among other things, the new rules define a generic environmental claim. The European Commission's examples include expressions such as “environmentally friendly”, “eco-friendly”, “green”, “climate-friendly” and “biodegradable”.

General environmental claims cannot be used merely as marketing slogans if the trader cannot demonstrate recognised excellent environmental performance relevant to the claim or if the claim has not been sufficiently specified in the same communication channel.

Another important change concerns sustainability labels. A label must be based on a compliant certification scheme or established by a public authority. Consequently, a company's self-created “green label” may no longer be permitted simply because the company itself has declared it trustworthy.

Certain claims that a product has a neutral, reduced or positive environmental impact in terms of greenhouse gas emissions solely because the emissions are offset will also be prohibited. The corresponding prohibition has also been added to Estonia's consumer protection regulations.

Very important: old inventory does not automatically qualify for an exemption

There is one particularly important detail here for businesses.

According to the European Commission's 2026 guidance, environmental claims and sustainability labels must comply with the new rules from 27 September, including for products already on the market. The Directive does not provide a general additional transitional period for old stock.

If a claim on packaging does not meet the requirements, a business may need, for example, to cover or correct it, or provide additional compliant information at the point of sale.

Therefore, the audit should not be postponed until the end of September. Packaging, online store texts, advertisements, social media, catalogues, campaigns and environmental or sustainability labels in use should all be reviewed.

3. Right to repair: the EL deadline has passed, but the implementing legislation has not yet entered into force in Estonia

This is where the most confusion has arisen.

The European Union's right-to-repair directive (EL) 2024/1799 stipulates that Member States had to transpose the rules into national law and apply them from 31 July 2026. According to the European Commission, the aim is to make product repairs easier for consumers and increase repairs both during and after the statutory liability period.

However, as of 13 August 2026, it cannot be said that the entire new right-to-repair regulation is already in force in Estonia.

The explanatory memorandum to the draft legislation of 14 July 2026 by Justiits- ja Digiministeerium explicitly states that Estonia is late in transposing the Directive. The draft “Võlaõigusseaduse ja tarbijakaitseseaduse muutmise seadus (parandamisõigus)” is still being processed in Eelnõude infosüsteem under number JDM/26-0825 .

This means that the claim “a new comprehensive right to repair applies in Estonia from 31 July 2026” would currently be misleading.

What does the Estonian draft provide for?

Under the current draft, several significant new rights and obligations would arise.

If, in the case of defective goods, the consumer chooses repair instead of replacement, the seller’s liability period would be extended once by one year. The seller would have to inform the consumer about the choice between repair and replacement and the extension of the period.

Manufacturers of certain products would also be required to repair them when the seller’s contractual liability no longer applies. The repair would have to be carried out within a reasonable time and free of charge or for a reasonable fee.

According to the explanatory memorandum to the draft law, the system covers, among others, product groups for which repairability requirements have been established in the EL, such as washing machines, dishwashers, refrigerators and freezers, displays, vacuum cleaners, mobile phones, cordless phones, tablets, and certain other devices.

The draft law also provides for the possibility of using the European Repair Information Form, which would allow consumers to compare the prices, deadlines, and terms offered by different repairers. In addition, the European Commission is planning a common online repair platform, scheduled to be launched by 2028.

However, these are currently still Estonian provisions proposed in the draft law, not obligations that have all already entered into force.

4. Consumer credit rules are also changing, but the law has not yet been adopted

Another major consumer protection change in 2026 concerns credit.

The European Union's new Consumer Credit Directive (EL) 2023/2225 replaces the current regulation, and the new framework of EL will apply from 20 November 2026.

To implement this in Estonia, the Riigikogu has been presented with the draft Act amending the Law of Obligations Act and other Acts 947 SE. The government submitted the draft Act to the Riigikogu in June, and as of August 2026, it is still under consideration.

One of the most notable changes is the intention to extend consumer credit regulation to many “buy now, pay later” or Buy Now, Pay Later solutions, including certain interest-free credit agreements.

According to the overview of the draft legislation published by Riigikogu, in the future providers of such services should, among other things, assess consumers' creditworthiness, provide pre-contractual information and comply with responsible lending principles. More uniform standard information and more detailed rules on the use of automated decisions are also envisaged.

However, it is important to use the correct wording here as well: these amendments are currently included in draft legislation being considered by Riigikogu, and not yet in Estonian law that is definitively in force.

What is not new in 2026?

When writing about consumer protection, a misleading impression often arises that all directives from recent years concerning EL are “new 2026 rules”. In fact, this is not the case.

For example, many important requirements arising from the Omnibus Directive and the directives concerning digital content and the sale of goods have already been in force in Estonia for several years. Likewise, neither the standard 14-day right of withdrawal from an online store nor the principle that the seller is liable for any lack of conformity of goods sold to a consumer for two years is a 2026 innovation. TTJA currently treats these as existing consumer rights.

The real change in 2026 primarily lies in the new withdrawal function, stricter rules on environmental claims, and the upcoming consumer protection packages concerning repairs and credit.

What should businesses do by autumn 2026?

E-commerce and marketing require the most immediate attention.

• If you offer credit, instalment payments or “buy now, pay later” solutions, monitor the adoption of the draft 947 SE and the final implementation schedule.

Frequently asked questions

Which consumer protection changes will definitely enter into force in Estonia in 2026?

Of the laws adopted so far, the requirement for an online withdrawal function will enter into force on 1 September 2026 and the new regulation on environmental claims and sustainability labels will enter into force on 27 September 2026.

Must every online store have a withdrawal button from 1 September?

The requirement applies to distance contracts concluded through an online user interface where the consumer has a right of withdrawal. Therefore, it does not mean that the same withdrawal option automatically applies to all products and contracts — the statutory exceptions to the right of withdrawal will remain in place.

Will the word “environmentally friendly” be prohibited from September?

Not automatically, but the conditions for using a general environmental claim will become significantly stricter. Businesses must be able to specify and substantiate the claim sufficiently in accordance with the new requirements.

Is the new right to repair already in force in Estonia?

The deadline for implementing the EL Directive was 31. juuli 2026, kuid Eesti vastav rakendusseadus ei not yet fully entered into force as of 13 August 2026. The explanatory memorandum to the Estonian draft legislation also explicitly states that the transposition of the Directive has been delayed.

Will “buy now, pay later” become consumer credit?

According to the Estonian draft legislation 947 SE, consumer credit regulation would also be extended to many such solutions. However, the draft legislation is still being considered by Riigikogu, so the final adopted law must be checked before specific obligations are implemented.

Summary

2026 is indeed an important year of change in Estonian consumer protection, but not all EL initiatives should be treated as Estonian law that has already entered into force.

The most specific deadlines for businesses at present are 1 September, when the new online withdrawal function takes effect, and 27 September, when stricter requirements for environmental claims and sustainability labels take effect. However, for the right to repair and the new consumer credit regulation, further progress of the Estonian legislative process must be monitored.

The article was prepared as of 13 August 2026. The content and effective dates of pending bills may change before adoption. The article is for informational purposes and does not replace legal advice for a specific case.

Sources

Riigi Teataja — Act amending the Law of Obligations Act and the Consumer Protection Act, entry into force 1.09.2026.

Riigi Teataja — the Act amending the Consumer Protection Act and the Explosives Act, and the version entering into force on 27.09.2026.

European Commission — Directive on Repair of Goods.

The Ministry of Justice and Digital Affairs' draft law on the right to repair and its explanatory memorandum.

Riigikogu — bill transposing the new Consumer Credit Directive 947 SE.

TTJA — e-commerce and the 14-day right of withdrawal.

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Artificial intelligence was used to assist in preparing this article. Although the information has been verified using official sources, legislation and its interpretations may change. For a specific case, it may be advisable to consult a qualified specialist if necessary.