I am currently leading my employers business transformation to EmpCo-compliance (environmental labels) and I had a lot of chats about it in the past weeks and months. My feeling from all these conversations is, that the new EmpCo-rules have not arrived in all areas. Some said “it is not clear how EmpCo comes to play”. Sorry to disagree with all these… here is a short summary.
The EU’s Empowering Consumers Directive (short: “EmpCo”) takes effect on September 27, 2026 – and it fundamentally changes how companies can talk about sustainability. No grace period after this date! The second date you can note down: March 27, 2026. This is the date when all EU member states have to adopt it into national law. EmpCo is cross-territorial. It doesn’t matter where your headquarter or production site is – if you want to promote and sell your products and services (online and offline). You need to follow the rules.
The core message: Sustainability communication remains essential. But it must now be controlled, evidence-based, and thought through.
Here’s what’s changing 👇
🚫 No more vague green claims “Eco-friendly.” “Green.” “Sustainable.” Without proof? Banned. Every claim must be specific, substantiated, and verifiable.
🚫 “Neutral” based on offsetting is over Claims that a product has a neutral or positive climate impact through offsetting are explicitly prohibited. Companies can still talk about their climate investments – but must not imply they neutralize a product’s footprint.
🚫 Self-made labels will disappear Any sustainability label not based on a recognized certification scheme or established by public authorities is banned. Every homemade “eco” badge, every unverified seal – gone. No exceptions.
✅ Independent third-party verification becomes the standard No more self-labelling. Certification schemes must be transparent, non-discriminatory, and include clear mechanisms for non-compliance.
So what does this mean?
📌 For consumers: The labels that survive will be more trustworthy, more comparable, and more credible than ever. When the noise of unsubstantiated claims fades, compliant certifications will finally stand out.
📌 For companies: Sustainability communication isn’t over – far from it. But it now demands more rigour, more evidence, and more investment. Review your claims. Check your labels. Plan for change.
The era of easy, unverified green messaging is ending. The era of credible, transparent sustainability communication is beginning.
Companies that invested in genuine climate action will benefit. Those relying on vague claims or self-created seals need to rethink – fast.
Sustainability communication matters more than ever. But now, you have to mean it – and prove it. 💡
(posted on linkedin)