EmpCo

EmpCo stands for Directive (EU) 2024/825 on Empowering Consumers for the Green Transition. It entered into force in March 2024 and amends the existing Unfair Commercial Practices Directive as well as the Consumer Rights Directive.

In substance, the directive bans blanket, unsubstantiated environmental claims such as "environmentally friendly" or "climate neutral" unless supported by recognized evidence. Forward-looking claims, for example a stated ambition to reach climate neutrality by a certain year, are only permitted if a concrete, verifiable implementation plan with measurable interim targets exists. The directive also prohibits the use of self-created or unrecognized sustainability labels that are not based on a certification scheme run by a public authority or a recognized verification system, and requires companies to provide information on durability and repairability before purchase.

Member states must transpose the directive into national law by March 27, 2026; the rules apply from September 27, 2026, with no further transition period.

The EmpCo Directive primarily concerns marketing and communications departments of manufacturing and consumer-facing companies, and complements the currently politically paused Green Claims Directive, which was originally planned as a companion measure that would additionally have required independent verification of explicit environmental claims. Companies should already ensure that all promotional environmental claims are backed by solid evidence to avoid accusations of greenwashing.