EU EmpCo Directive Imposes New Sustainability Advertising Rules

From 27 September 2026 the EU’s Empowering Consumers for the Green Transition (EmpCo) directive will govern how companies can market environmental and sustainability claims. The rule bans generic terms such as “sustainable”, “environment‑friendly” or “climate‑neutral” unless they are backed by specific, verifiable data, and it also restricts future promises like net‑zero targets without a documented action plan. The regulation applies to all market participants in the EU, regardless of size or location, meaning Swiss firms that export to the EU must also comply. Switzerland’s own unfair‑competition law (UWG) has been updated since January 2025, and the Federal Office for the Environment (BAFU) issued implementation guidance in March 2026, aligning FSC‑certified labels with the new standards.

In Germany, the third amendment to the UWG incorporates EmpCo, affecting the tourism sector and other B2C advertising. Companies face higher green‑washing risks and no grace period for existing materials. A July 2026 webinar led by lawyer Florian Dukic advised firms on adapting their communications. Both articles stress the need for immediate review of marketing practices to meet the new legal requirements.