started · updated
EU EmpCo Directive enters into force to combat greenwashing
The European Union’s Empowering Consumers for the Green Transition (EmpCo) Directive (Directive (EU) 2024/825) officially entered into application on September 27, 2026. The regulation aims to combat greenwashing by strictly controlling how companies communicate environmental claims in advertising, packaging, and digital media.
Under the new rules, generic terms such as “green,” “eco-friendly,” “sustainable,” or “environmentally friendly” are prohibited unless they are supported by verifiable, high-level environmental performance and clear evidence. Furthermore, companies can no longer claim a product is “climate neutral” or has a “zero impact” if those claims are based solely on the purchase of carbon offsets outside their own value chain. Future environmental pledges must now be accompanied by a realistic, independently verified roadmap.
Sustainability labels are also subject to tighter scrutiny; self-awarded or unverified seals are largely banned, while only those based on official certification schemes or government-recognized systems remain permitted. The directive also addresses product longevity, requiring clearer information regarding durability, repairability, and software updates. Companies found in violation of these regulations face significant penalties, including fines of up to 4 percent of their annual global turnover or, in certain jurisdictions, fixed amounts reaching 10 million euros.
Entities
AGCM · Changing Markets Foundation · EmpCo directive · Empowering Consumers for the Green Transition Directive · European Commission · European Environment Agency · European Environmental Bureau · European Union · Fairtrade Belgium · Fairtrade Lëtzebuerg · GLS · IHK für München und Oberbayern
Claims
What the coverage asserts, and how many sources carry each claim.
- [● 8 SOURCES] Self-awarded environmental labels are largely banned, while external or state-recognized certifications remain permitted. www.it-boltwise.de · www.lemotif.fr · tidningensyre.se · www.ad-hoc-news.de · yle.fi · +2 more
- [● 25 SOURCES] The EmpCo Directive (Directive (EU) 2024/825) prohibits vague environmental claims like 'green' or 'eco-friendly' without verifiable proof. zeitenvogel.de · brandaktuell.at · www.it-boltwise.de · www.lemotif.fr · www.metallhandwerk.de · +19 more
- [● 5 SOURCES] Companies violating the new rules face fines of up to 4 percent of their annual turnover. www.ad-hoc-news.de · taz.de · trellis.net · www.bitmat.it
- [● 15 SOURCES] Claims of 'climate neutrality' or 'CO2 neutrality' are prohibited if they rely solely on carbon offsetting outside the value chain. www.it-boltwise.de · www.lemotif.fr · tidningensyre.se · www.ad-hoc-news.de · www.freitag.de · +9 more
- [● 7 SOURCES] The directive includes protections against misleading information regarding product durability and software updates. tidningensyre.se · primorske.si · www.especes-menacees.fr · www.metallhandwerk.de · www.icv.hr · +2 more
- [● 22 SOURCES] The EmpCo Directive became applicable on September 27, 2026. wipak.com · zeitenvogel.de · brandaktuell.at · www.especes-menacees.fr · www.it-boltwise.de · +17 more
- [● 2 SOURCES] Products can no longer be marketed as ‘climate neutral’ if that status is achieved solely through the purchase of compensation certificates. www.news38.de · www.thueringen24.de
- [● 14 SOURCES] Vague advertising terms such as ‘green’, ‘environmentally friendly’, or ‘sustainable’ are prohibited without proof of recognized environmental performance. www.news38.de · www.thueringen24.de · wipak.com · brandaktuell.at · www.especes-menacees.fr · +9 more
- [● 3 SOURCES] Companies using the term ‘sustainable’ on packaging must provide specific explanations of what that means directly on the same packaging. www.news38.de · www.thueringen24.de · www.it-boltwise.de
- [● 2 SOURCES] The EU EmpCo directive will become mandatory across the EU and Germany on September 27, 2026. www.news38.de · www.thueringen24.de
- [● 8 SOURCES] Sustainability seals are only permitted if they are based on an official certification system or originate from government agencies. www.news38.de · www.thueringen24.de · www.it-boltwise.de · www.metallhandwerk.de · www.moncloa.com · +3 more
- [● 2 SOURCES] Violations of the new directive may result in legal warnings, injunctions, and fines. www.news38.de · www.thueringen24.de