EmpCo Directive Takes Effect, Tightening Environmental Claims

MALMÖ, Sweden, Sept. 24, 2026 /CourierPR/ -- Starting September 27, 2026, the EU's Empowering Consumers for the Green Transition Directive (EmpCo) will come into force, aiming to curb misleading environmental claims and enhance consumer trust. The directive, which Duni Group supports, mandates that companies making sustainability claims must ensure their statements are clear, specific, substantiated, and supported by credible evidence.

Under the new rules, vague terms like "green" or "eco-friendly" will no longer suffice unless they are backed by recognized and relevant environmental performance data. The directive does not introduce a separate sustainability claims framework but instead strengthens existing consumer protection laws by targeting unreliable sustainability labels and broad environmental claims.

The directive introduces stricter regulations on sustainability labels, prohibiting companies from using self-created symbols, icons, or labels that might give consumers the impression of independent verification. This move is part of a broader effort to ensure that sustainability claims are based on certification schemes or established by public authorities.

However, the implementation of the directive through national legislation and enforcement by local authorities poses challenges. Similar claims, translated into different languages and used in various markets, may be interpreted differently depending on the local regulatory context.

Duni Group has been preparing for the new directive over the past three years, aligning its sustainability claims with scientific substantiation, specificity, internationally recognized standards, and credible certifications.

The new directive raises the bar for companies communicating environmental performance to consumers. It sets a stronger minimum level for responsible communication and encourages companies to improve the quality and credibility of their claims. For Duni Group, the directive reinforces an approach already built on rigorous scientific substantiation and credible certifications.

In summary, the EmpCo Directive, set to take effect in 2026, will significantly impact how companies in the EU communicate their environmental and sustainability efforts to consumers. The new regulations aim to reduce greenwashing and enhance consumer trust, requiring companies to provide clear, specific, and substantiated claims.