EU EmpCo Directive Takes Effect to Combat Greenwashing

The European Union’s “Empowering Consumers for the Green Transition” (EmpCo) Directive (2024/825) becomes law on 27 September, imposing stricter rules on environmental and sustainability claims made in marketing. Companies must substantiate any use of terms such as “green”, “sustainable”, “environment‑friendly” or “climate‑neutral” with verifiable evidence, and vague or future‑focused statements without a concrete implementation plan are prohibited. The regulation also tightens requirements for sustainability labels, limiting them to recognised certification schemes such as FSC or PEFC and banning self‑issued or unverified logos.

The rules apply to all market participants in the EU, regardless of size or sector, and extend to Swiss exporters whose products enter the EU market. Additional provisions aim to prevent planned obsolescence, requiring transparent information on product durability, reparability and the availability of spare parts. Firms must be prepared to provide documented proof for any green claim they advertise.