EU EmpCo Directive Bans Vague Green Claims Starting Sept. 27
Malmö – September 24, 2026 -- The EU's Empowering Consumers for the Green Transition Directive (EmpCo) takes effect September 27, 2026, requiring companies to substantiate any environmental claims made to consumers with clear, specific and credible evidence, a rule change welcomed by Duni Group.
Directive bans vague labels like "eco-friendly" without proof
EmpCo strengthens existing EU consumer protection law by targeting misleading environmental claims, unreliable sustainability labels and generic terms such as "green" or "eco-friendly" when unsupported by recognized environmental performance data. Companies will no longer be able to rely on broad or generic claims unless properly explained and substantiated; claims must instead be tied to specific products, packaging, materials or verified improvements.