With the EU Directive on Empowering Consumers for the Green Transition ((EU) 2024/825, the “EmpCo Directive”), businesses are facing significant changes regarding environmental and sustainability communication.
The aim of the new regulations is to strengthen consumer protection against misleading environmental and sustainability claims and to effectively combat greenwashing.
The national implementation of the directive will take effect on 27 September 2026. Companies must therefore review their existing communications now to ensure compliance with the upcoming requirements.
What is changing?
The EmpCo Directive significantly tightens the rules governing environmental advertising and marketing claims. The following areas are particularly relevant:
- General environmental claims
Broad terms such as “green”, “environmentally friendly”, “sustainable”, or “ecological” are coming under increased scrutiny. The use of such claims will only be permitted under specific conditions. - Advertising with CO₂ neutrality or reduction
Claims such as “carbon neutral” or “climate friendly” will be subject to stricter regulation. They will no longer be permitted in relation to products and services if the reduction was achieved, at least in part, through offset payments. - Forward-looking environmental claims
Commitments such as “climate neutral by 2030” or “net zero by 2040” will only be allowed if they are based on verifiable and transparent implementation plans that are regularly monitored and reviewed. - Environmental labels and sustainability certifications
The directive introduces a stricter framework for sustainability labels. In particular, it imposes high requirements on the use of private sustainability labels.
Why you need to act now
The new rules will have an immediate impact on marketing, communications, product management, and ESG. Businesses should use the remaining time to review their communications, processes, and verification systems in light of the new requirements.
An early assessment helps identify risks, implement necessary changes in a timely manner, and mitigate the risk of greenwashing allegations.
How we can support you
We help businesses implement the new requirements in a legally compliant manner and guide them in adapting their sustainability and environmental communications.
Our advisory services include:
- Review of environmental and sustainability claims
- Assessment of marketing and communication materials
- Review of sustainability labels and certifications
- Workshops and training sessions for employees
- Support in developing legally compliant communications
Would you like to know whether your environmental and sustainability claims comply with the new requirements?
For enquiries, please contact the CMS team at greenclaims@cms-rrrh.com.
Our team is here to help you ensure your compliance with the new EmpCo Directive at an early stage.
