Since 27 September 2026, telling EU consumers your product is “eco-friendly” without proof is no longer bad practice. It is banned.

The Empowering Consumers for the Green Transition Directive (EU 2024/825), known as EmpCo, amends the EU’s consumer protection rules to end vague and unsupported sustainability claims. It applies to any company selling to EU consumers, wherever it is based and whatever its size.

Generic claims: “Green”, “sustainable”, “eco”, “climate friendly”, “nature positive”. These are off-limits unless you can show recognised excellent environmental performance, such as the EU Ecolabel. Leaf imagery and green colour-coding that imply the same thing count too.

Offset-based neutrality claims: “Carbon neutral product” or “climate compensated” based on offsetting is banned at product level. Full stop.

Home-made labels: Sustainability labels must be based on an independent certification scheme or set up by a public authority. Your own badge no longer qualifies.

Unplanned promises: “Net zero by 2040” needs a public implementation plan with measurable, time-bound targets, checked by an independent expert.

Whole-product claims for part-product benefits: If only the packaging is recycled, say so.

Selling the legal minimum as a feature: A two-year warranty is the law, not a selling point.

Every claim must be specific, evidenced and scoped. Comparisons (“30% less CO₂”) must explain what is compared, how, and how the data is kept current. Consumers must also get clear information on durability, repairability and software updates before they buy.

Most member states missed the March 2026 deadline, and the Commission has opened infringement proceedings. Don’t read that as a grace period. The application date is set in EU law, regulators already enforce misleading-claims rules under existing law, and fines can reach at least 4% of turnover in cross-border cases. Some countries, such as Germany, may also extend parts of it to B2B.

And the Green Claims Directive? The Commission moved to withdraw it in 2025 and its future is uncertain. EmpCo is the law you have now.

1. Inventory every claim and label: packaging, website, ads, social, sales material.
2. Triage: keep, rephrase with evidence, or drop.
3. Fix your targets: back every future claim with a public, verified plan.
4. Set up governance: who approves claims, on what evidence, and how often they’re reviewed.

A great starting point is to also have a look at our Anti-Greenwashing Guide and find great tips to take action already today!