From 27 September 2026 the EmpCo Directive applies across the EU. It sets clear rules on how companies may advertise with the environment. Anyone marketing with green, climate-neutral or sustainable must be able to substantiate those claims.
In practice, environmental communication and sustainability data move together. The evidence a credible claim rests on comes from the same processes that feed the reporting. This article shows what changes and what matters now.
- The EmpCo Directive (EU 2024/825) applies from 27 September 2026, with no transition period.
- It covers advertising to consumers, across the EU and all sectors.
- Generic environmental claims without solid evidence become impermissible.
- Climate-neutrality claims based solely on offsetting are no longer allowed.
- Sustainability labels need a recognised, independent certification scheme.
- In Germany the directive is transposed through the UWG.
What it is about
Environmental advertising strongly influences purchasing decisions, yet is often vague. According to European Commission findings, many environmental claims are unclear or unsubstantiated. Hundreds of partly unverified labels also circulate across Europe. The EmpCo Directive sets, for the first time, uniform and binding EU-wide rules against this. The aim is to inform consumers reliably and to protect fair competition around genuine sustainability.
What becomes prohibited
The directive expands the catalogue of misleading and always-prohibited commercial practices. Affected above all are generic environmental claims without evidence, climate-neutrality claims based solely on offsetting, and self-made labels without a recognised certification scheme. The overview below shows what matters.
| Claim | Permissible if ... |
|---|---|
| "Climate-neutral" | with a substantiated, verifiable basis; not solely through offsetting |
| Generic "green" or "eco-friendly" | only with a concrete, evidenced basis; generic use is not allowed |
| Sustainability labels | only based on a recognised, independent certification scheme |
| Forward-looking claims such as "climate-neutral by 2030" | with a clear, publicly available plan, measurable targets and independent monitoring |
Forward-looking claims need a plan
Anyone advertising today with a target for tomorrow must back it up. Forward-looking environmental claims are only permissible where they rest on a clear, publicly available implementation plan, with measurable targets and independent verification. This is exactly where advertising meets the transition plan: what is communicated must be set out and evidenced in the plan.
What this has to do with your reporting
The new rules move the burden of proof to where the data arises anyway. A robust CO2 footprint, a credible transition plan and auditable metrics are at the same time the basis for permissible advertising. Companies that report in line with ESRS already hold much of the evidence in-house. Environmental communication and sustainability reporting should therefore draw on one data foundation.
The roadmap
The directive applies from 27 September 2026 with no transition period. It also covers products already on the market. In Germany it is transposed through the UWG, and breaches can be warned and prohibited. Companies that put their claims in order now avoid legal risks and at the same time strengthen customer trust.
How we support
Econetix connects sustainability data with legally sound communication: from the CO2 footprint to the transition plan, to reviewing your environmental claims and labels for EmpCo compliance. Advertising and reporting are then fed from one data foundation.
Frequently asked questions
What is the EmpCo Directive?
EmpCo stands for Directive (EU) 2024/825 on empowering consumers for the green transition. It amends the Unfair Commercial Practices Directive and sets uniform EU-wide rules against misleading environmental advertising.
When does the EmpCo Directive apply?
The new rules apply from 27 September 2026, with no transition period. They also cover products already on the market.
Which claims become impermissible?
Generic environmental claims without evidence, climate-neutrality claims based solely on offsetting, and self-made labels without a recognised, independent certification scheme.
Does the directive also apply to B2B?
The focus is on business-to-consumer dealings. There is no free pass in B2B, however, because environmental claims can reach consumers there too.
What applies to forward-looking claims such as climate-neutral by 2030?
Such claims are only permissible where they rest on a clear, publicly available plan with measurable targets and independent monitoring.
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Subscribe nowSources: Directive (EU) 2024/825 (EmpCo); European Commission, FAQ on the Empowering Consumers Directive; German Act against Unfair Competition (UWG) as amended.
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Catharina Ahmadi
Catharina Ahmadi
