Dashboard

European Union Empowering Consumers for the Green Transition Directive ( EU EmpCo)

EmpCo –  Empowering Consumers for the Green Transition through better protection against unfair practices and through better information – came into force on 27th September 2026.

Why?

In 2020 there were around 230 active “ecolabels” in Europe, but concerns were raised over whether consumers or companies could be sure that the claims are based on solid grounds.

The EU found that:

53% of the claims that it examined were vague, misleading or unfounded

40% of claims have no supporting evidence

50% of all green labels offered weak or non-existent verification

Key Measures:

The EmpCo Directive sets detailed rules around substantiating and communicating explicit environmental claims about products, in business to consumer communications. The aim is to stop misleading claims, to protect consumers from greenwashing and help them make better purchasing choices.

The Directive aims to:

  • Make green claims reliable, comparable and verifiable across the EU.
  • Protect consumers from greenwashing.
  • Contribute to creating a circular and green economy by enabling consumers to make informed purchasing decisions.
  • Help establish a level playing field when it comes to environmental performance of products.

 

You can access the full regulation text here: https://eur-lex.europa.eu/eli/dir/2024/825/oj/eng  

Key Requirements:

  •  No Vague Claims: Terms like “eco-friendly”, “green” or “carbon neutral” are banned unless proof or recognised environmental performance can be demonstrated.
  • Labelling Restrictions: Sustainability labels must rely on official certification schemes or public authorities. No self-certified or non-verified private logos are permitted.
  • No Future Claims: Any claim about future goals, i.e. “climate neutral by 2030” must have a clear, time-bound implementation plan backed up by independent third party verification.
  • Durability Information: Retailers must share details about the products they sell, that includes repairability, lifespan, plus a legal 2-year minimum guarantee.
  • No Early Obsolescence: A ban on business practices and/or false claims that hide or encourage premature product failure.

European Union Green Claims Directive (EU GCD)

EmpCo is making way for the Green Claims Directive (EU GCD) which was postponed in 2025, to ease the burden on businesses given the the influx of regulations been introduced.

When The EU GCD is introduced it will build upon EmpCo to enhance the protection to consumers against misleading marketing practices and help them make better purchasing choices.

Under the GCD, as well as meeting the above requirements, companies will be required to conduct an assessment to substantiate explicit environmental claims and meet certain criteria including:

  • Use equivalent information and data for any assessment of sustainability information
  • Use data that is generated or sourced in an equivalent manner
  • Cover the same stages along the value chain
  • Cover the same environmental impacts, aspects or performances
  • Use the same assumptions