The new EU directive that will reshape your green marketing
As part of our ongoing commitment to keeping you informed on the regulatory developments that matter to your business, we would like to bring your attention to an important EU directive: the Empowering Consumers Directive (EmpCo).
Did you know? EmpCo is a new EU Directive designed to fight greenwashing and ensure that environmental claims are clear, reliable and evidence-based. It applies to any company communicating sustainability claims to consumers in the EU market!
The information below has been kindly shared by TÜV SÜD, who joined the Danish-French Chamber of Commerce as a Sponsor Member earlier this month. We are pleased to relay their expertise on this topic to our community.
=> From September 27th, 2026, you will NOT be able to…
- Use vague claims like “eco-friendly” or “green” without solid proof
- Promote “carbon-neutral” claims based only on offsetting
- Use sustainability labels without recognised certification
- Announce future commitments (e.g. “net zero by 2040”) without a clear plan- Keep scattered or incomplete evidence to support your claims
=> From this date, you WILL have to…
- Provide specific, transparent and evidence-based environmental claims
- Clearly explain what each claim covers (scope, lifecycle, impact)
- Implement structured validation processes for all communications
- Maintain robust evidence files ready for verification
- Ensure alignment across marketing, product and compliance teams
A few tips, courtesy of TÜV SÜD…
- Map all your existing claims across products and channels
- Focus first on high-risk claims (e.g. sustainable, recyclable, carbon-neutral)
- Run a gap analysis to identify missing evidence
- Set up a clear governance framework (roles, approvals, processes)
- Consider third-party review to strengthen credibility and reduce risk
To go further, TÜV SÜD is hosting a dedicated webinar on July 15th. You are warmly invited to register here:[Will your green claims survive 27 September? The EmpCo Directive enters into force | TÜV SÜD]
We also look forward to exploring this topic further with you during our upcoming ESG Committee meeting and visit, where TÜV SÜD will be among us.
