The EmpCo Directive: an end to greenwashing
The EmpCo Directive (EU) 2024/825 empowers consumers for the green transition. It amends the Unfair Commercial Practices Directive and targets misleading environmental claims and greenwashing specifically — with tangible consequences for packaging communication.
The key deadlines
The EmpCo Directive (EU) 2024/825 enters into force at EU level.
Member states have to have transposed the directive into national law.
The new rules against misleading environmental claims apply in commercial practice.
A supplementary act will specify how environmental claims are substantiated and verified.
Permitted or prohibited? Environmental claims checked
The directive draws a clear line between substantiated statements and misleading promises. Blanket eco claims and self-awarded labels become unlawful; specific, verifiable statements backed by evidence remain permitted.
Unlawful in future
- Blanket claims such as “environmentally friendly”, “eco” or “climate neutral” without evidence
- Climate neutrality resting solely on carbon offsetting
- Self-awarded sustainability labels without recognised certification
- Statements about the whole product that only concern one aspect of it
Still permitted — with evidence
- Specific, substantiated figures — such as “30% recycled content” with evidence
- Carbon figures based on recognised calculation methods
- Labels from recognised or official certification schemes
- Product-related, verifiable statements with a document on file
The link to the PPWR and CSRD
The PPWR supplies the operational packaging data, the EmpCo Directive governs how it is communicated to consumers, and the CSRD requires the same data in the sustainability report. A consistent data basis serves all three requirements.
Talk to us
EmpCo-compliant by September 2026
We review your green claims on packaging, website and in marketing and put them on a solid evidence basis. Talk to us.
Request EmpCo advice
