EU EmpCo directive to tighten sustainability claim requirements

Starting September 27, 2026, the European Union will implement the Empowering Consumers for the Green Transition (EmpCo) directive to combat greenwashing and misleading environmental claims. This regulation requires that any sustainability claims—such as “green,” “eco,” or “sustainable”—be backed by concrete, verifiable, and specific evidence.

In the event industry, companies will no longer be able to apply a single positive attribute, such as using reusable tableware, to claim an entire event is sustainable without accounting for energy, travel, and catering. For retail and supermarkets, manufacturers must provide recognized proof of environmental performance for claims like “environmentally friendly” or “biodegradable.”

Sustainability labels will also face stricter scrutiny. To be valid, labels must either originate from official state bodies or be based on independent, accessible certification systems with published criteria. Organizations like RHP are already assessing how these rules impact specific labels, noting that terms like “responsibly produced” fall under the new scope and require enhanced independent verification to meet the directive's standards.