Germany enforces EU EmpCo green‑claim rules under UWG

On 27 September the EU Empowering Consumers for the Green Transition (EmpCo) directive will be applied in Germany, amending the Unfair Competition Act (UWG). The new rules ban generic environmental statements such as “eco‑friendly”, “sustainable” or “green” unless a product demonstrates outstanding environmental performance. All sustainability claims must be clear, specific and verifiable, and private eco‑labels must rest on transparent certification systems backed by third‑party verification.

Certification firm GUTcert GmbH offers verification services for companies preparing for the changes, including audits of environmental statements, implementation plans and private sustainability label schemes. The company says it will be ready to support clients by the 27 September 2026 deadline.