Germany to Enforce Stricter EU EmpCo Rules on Green Claims from 2026

From 27 September 2026 Germany will apply the EU ‘Empowering Consumers for the Green Transition’ (EmpCo) directive, introducing extensive rules for environmental advertising and sustainability labels. Companies may use terms such as “environmentally friendly”, “green”, “eco” or “sustainable” only when they can prove an “recognized outstanding environmental performance”, for example by holding the EU Ecolabel or the Blue Angel. Only specific, verifiable statements (e.g., “80 % recycled material”) are allowed, and partial benefits may not be presented as overall product advantages. Climate‑neutral claims based solely on carbon‑offset compensation are prohibited, and forward‑looking promises must be backed by a detailed, independently‑verified implementation plan.

The directive also tightens requirements for non‑governmental sustainability seals. Labels must be based on independent certification systems, involve relevant experts, be non‑exclusive, and subject to third‑party monitoring. The scope expands to social issues such as human rights and animal welfare, effectively banning closed‑loop industry‑owned logos. Trade groups such as the German Furniture Association (DGM) say their existing schemes already comply, but many firms will need to revise packaging and marketing to avoid non‑compliant claims.