01
Generic green words stop working
"Eco-friendly", "green", "climate-conscious" are banned unless you hold recognised excellent environmental performance.
Directive (EU) 2024/825 · In force since 27 September 2026
The EU just rewrote the rules for talking about sustainability.
EmpCo – the Empowering Consumers for the Green Transition Directive – bans greenwashing across every ad, pack and product page sold to EU consumers. This site translates it into what your marketing team actually has to change.
In one sentence
If a shopper can't verify your environmental claim, you probably can't make it anymore.
- In force
- 26 March 2024
- National law
- 27 March 2026
- Applies
- 27 September 2026
Five things that change
What EmpCo means for marketing and communications
02
Offsetting can't buy neutrality
Claiming neutral or reduced climate impact on the basis of carbon offsetting is banned outright.
03
Own-brand eco labels are out
Sustainability labels must come from a certification scheme or a public authority. Self-designed badges are banned.
04
Future promises need a plan
Net-zero pledges require published, verifiable commitments, a realistic implementation plan and independent monitoring.
05
Durability becomes marketing's problem
Repairability, software updates and lifespan-limiting features are now consumer information you must disclose.
9 banned or restricted practices in total.
Read the full list →Now in effect
The rules apply today
- National laws in place
- 27 March 2026
- Rules apply to your marketing since
- 27 September 2026
Everything on shelf, online and in ads must comply now. Fix digital claims first, then plan packaging reprints for anything still carrying a banned claim.
See the full timeline →