{"id":30119,"date":"2025-12-08T13:38:01","date_gmt":"2025-12-08T11:38:01","guid":{"rendered":"https:\/\/kpw.law\/?p=30119"},"modified":"2026-04-28T07:48:36","modified_gmt":"2026-04-28T05:48:36","slug":"faqs-from-the-eu-commission-on-the-empco-directive","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/faqs-from-the-eu-commission-on-the-empco-directive\/","title":{"rendered":"FAQs from the EU Commission on the EmpCo Directive"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull is-light v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"75ac47\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-30117 size-large not-transparent\" alt=\"FAQ der EU-Kommission zur EmpCo-Richtlinie, Wettbewerbsrecht, Markenrecht, Umweltaussage, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/FAQ-der-EU-Kommission-zur-EmpCo-Richtlinie-1024x576.jpg\" style=\"--dominant-color: #75ac47; object-position:42% 52%\" data-object-fit=\"cover\" data-object-position=\"42% 52%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/FAQ-der-EU-Kommission-zur-EmpCo-Richtlinie-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/FAQ-der-EU-Kommission-zur-EmpCo-Richtlinie-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/FAQ-der-EU-Kommission-zur-EmpCo-Richtlinie-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/FAQ-der-EU-Kommission-zur-EmpCo-Richtlinie-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/FAQ-der-EU-Kommission-zur-EmpCo-Richtlinie-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_b43a3313f0da5d2259739cc007eef012\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">FAQ of the  <\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">EU Commission on the<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-huge-font-size wp-elements-f1b7d9485e5c14f6d1aa8d94fca4700a\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">EmpCo directive.<\/span><\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2025-12-08T13:38:01+02:00\">8. December 2025<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p>The requirements of the EmpCo Directive continue to cause uncertainty for many companies, partly because many requirements are still unclear. The EU Commission has now published FAQs on individual questions to provide guidance.   <\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-worum-geht-es\">What is it about?<\/h2>\n\n<p>With the <a href=\"https:\/\/kpw.law\/en\/topics\/empco-directive\/empco-richtlinie-2\/\">EmpCo Directive<\/a>, the EU is tightening up competition law, particularly with regard to sustainability advertising. However, as many of the regulations are still unclear, the EU Commission has now published FAQs to provide companies with guidance on implementation. The <a href=\"https:\/\/commission.europa.eu\/document\/download\/3c257883-bb2a-4dd9-a6dc-501d587bb34f_en?filename=faq-empowerting-consumers-gtd.pdf\">Commission&#8217;s FAQ <\/a>answers the 21 most frequently asked practical questions about the changes brought about by the EmpCo Directive.<\/p>\n\n<p>Although the ECJ Commission&#8217;s FAQs are not legally binding, as ultimately only the ECJ can decide how the EmpCo Directive and its transpositions are to be applied and interpreted, the FAQs nevertheless provide valuable information.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-wenn-betreffen-die-neuen-regeln\">When do the new rules apply?<\/h2>\n\n<p>The new regulations only apply to advertising and business communication to consumers.<br \/>Everything that companies say or show in connection with the sale or promotion of products is covered. This <strong>does not<\/strong> include company reports, sustainability reports or internal B2B communication. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-bedeutung-des-wortes-implizieren-in-umweltaussagen\">Meaning of the word &#8220;imply&#8221; in environmental claims<\/h2>\n\n<p>An environmental claim can be made even <strong>if it is not explicitly stated<\/strong> that something is environmentally friendly &#8211; it is sufficient if the overall impression <strong>suggests<\/strong> this. <\/p>\n\n<p>Examples: green colors, images of nature, drops, trees or images that suggest sustainability. The decisive factor is how the <strong>average consumer<\/strong> understands this. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-marken-und-produktnamen-mit-umweltbezug\">Trademark and product names with an environmental reference<\/h2>\n\n<p>Protected trademark or product names can also be environmental claims within the meaning of the EmpCo Directive.<br \/>Example: &#8220;EcoClean&#8221;, &#8220;GreenFresh&#8221;.<br \/>Trademark protection does not protect against scrutiny under consumer protection law. If the name suggests an environmental benefit, it must either <strong>be accurate<\/strong>, <strong>clearly explained<\/strong> or <strong>omitted<\/strong>. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-wann-ist-eine-umweltaussage-allgemein\">When is an environmental statement &#8220;general&#8221;?<\/h2>\n\n<p>An environmental statement is general if:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>it is made in writing or orally<\/li>\n\n\n\n<li>does not contain an explanation<\/li>\n\n\n\n<li>is not part of a recognized sustainability label.<\/li>\n<\/ul>\n\n<p>Typical examples: &#8220;environmentally friendly&#8221;, &#8220;green&#8221;, &#8220;climate neutral&#8221;, &#8220;biodegradable&#8221;.<br \/>General environmental claims are generally <strong>prohibited<\/strong> in the future if there is no <strong>recognized outstanding<\/strong> <strong>environmental performance<\/strong>.<\/p>\n\n<h2 class=\"wp-block-heading\">Images and designs that suggest environmental benefits<\/h2>\n\n<p>Green leaves, water, trees or similar motifs can act as an <strong>implicit environmental message<\/strong>.<br \/>All visual elements must create realistic expectations.<br \/>Even a simple symbol can be considered a sustainability label if it acts as a &#8220;trust mark&#8221;.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-umgang-mit-klimaneutral-amp-co&#x2082;-claims\">Dealing with &#8220;climate neutral&#8221; &amp; CO\u2082 claims<\/h2>\n\n<p>Generic statements such as &#8220;climate-neutral&#8221;, &#8220;CO\u2082-compensated&#8221;, &#8220;climate-positive&#8221; will be <strong>prohibited<\/strong> in future, unless the company can demonstrate a recognized top performance.<\/p>\n\n<p>Statements based on <strong>CO\u2082 compensation<\/strong> outside the company&#8217;s own value chain are <strong>always prohibited<\/strong>.<\/p>\n\n<p>Promises for the future (&#8220;Net Zero by 2040&#8221;) are only permitted with <strong>clear, verifiable plans<\/strong>.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-was-ist-eine-anerkannte-hervorragende-umweltleistung\">What is &#8220;recognized environmental excellence&#8221;?<\/h2>\n\n<p>A company may only make general environmental claims if its products:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>the <strong>EU Ecolabel<\/strong>,<\/li>\n\n\n\n<li>an <strong>ISO Type I eco-label<\/strong> (e.g. Blue Angel) or<\/li>\n\n\n\n<li>achieve a <strong>top position according to EU law<\/strong> (e.g. top energy efficiency class)<br \/>.<\/li>\n<\/ul>\n\n<p>Important: The tested performance must <strong>match the statement<\/strong>.<\/p>\n\n<h2 class=\"wp-block-heading\">What is a &#8220;certification system&#8221;?<\/h2>\n\n<p>A sustainability label is only permitted if it is based on a <strong>genuine certification system<\/strong> &#8211; i.e. with clear rules, published criteria, independent control and transparency.<br \/>Without such foundations, the use of such labels will be <strong>prohibited<\/strong> in future under the EmpCo Directive.<\/p>\n\n<h2 class=\"wp-block-heading\">What social aspects are meant?<\/h2>\n\n<p>In addition to environmental aspects, sustainability labels also include <strong>social characteristics<\/strong>, such as:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Working conditions<\/li>\n\n\n\n<li>Human rights<\/li>\n\n\n\n<li>fair payment<\/li>\n<\/ul>\n\n<p>Such statements must also be clearly documented and understandable.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-verbot-von-klimaneutral-claims-durch-kompensation\">Ban on &#8220;climate neutral&#8221; claims through offsetting<\/h2>\n\n<p>Claims that a product is climate-neutral, reduced or positive for the climate because emissions are offset elsewhere will be <strong>prohibited<\/strong> in future.<br \/>Only genuine improvements in a product&#8217;s own life cycle may be advertised.<\/p>\n\n<h2 class=\"wp-block-heading\">Prohibition of meaningless advertising claims (&#8220;irrelevant benefits&#8221;)<\/h2>\n\n<p>Advertising claims that are true but offer no added value are inadmissible.<br \/>Examples:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Gluten-free water&#8221; (is always gluten-free)<\/li>\n\n\n\n<li>&#8220;Paper without plastic&#8221; (is the normal standard)<\/li>\n<\/ul>\n\n<p>What is important is whether this could lead consumers to believe that the product is special or better &#8211; even though it is not.<\/p>\n\n<h2 class=\"wp-block-heading\">Requirements for future promises (Net-Zero etc.)<\/h2>\n\n<p>Companies may only advertise future environmental targets if they:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>have detailed, realistic plans with timescales,<\/li>\n\n\n\n<li>make clear, objective and verifiable commitments,<\/li>\n\n\n\n<li>regularly audited by an independent specialist body,<\/li>\n\n\n\n<li>make these results publicly available.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Comparison methods in comparison tools<\/h2>\n\n<p>Anyone comparing products (e.g. according to reparability, environmental performance or social criteria) must explain the method clearly so that an average consumer understands it.<br \/>Unclear or incomplete information may constitute anti-competitive <strong>misleading<\/strong> information.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-darf-man-organic-oder-bio-noch-verwenden\">Can you still use &#8220;organic&#8221; or &#8220;bio&#8221;?<\/h2>\n\n<p>Yes, but only within the framework of the existing EU organic rules.<br \/>The term is not a free environmental claim, but is strictly regulated.<br \/>It is therefore <strong>not<\/strong> considered a general environmental claim as long as the organic rules are complied with.<\/p>\n\n<h2 class=\"wp-block-heading\">Are &#8220;vegan&#8221;\/&#8221;vegetarian&#8221; sustainability labels?<\/h2>\n\n<p>No &#8211; these terms refer to ingredients, not to environmental or social benefits.<br \/>They are therefore <strong>not sustainability labels<\/strong> in the sense of the EmpCo Directive.<br \/>However, if they are used as environmental proof, this can be <strong>misleading<\/strong>.<\/p>\n\n<h2 class=\"wp-block-heading\">Application of legal obligations as a special feature<\/h2>\n\n<p>Companies may <strong>not<\/strong> present legally prescribed properties as if they were a special advantage.<br \/>Example: &#8220;Our clothing is free of banned chemicals&#8221; &#8211; this is a duty, not a bonus.<\/p>\n\n<h2 class=\"wp-block-heading\">Can sustainability labels from non-EU countries be used?<\/h2>\n\n<p>Only if they are based on a certification system.<br \/>Purely state seals from third countries are not automatically considered permitted.<br \/>The legislator clearly refers to EU authorities.<\/p>\n\n<h2 class=\"wp-block-heading\">Application of the rules to existing products<\/h2>\n\n<p>From <strong>27.09.2026<\/strong>, <strong>all products<\/strong>, including those already produced, must comply with the new rules.<br \/>Non-compliant statements must be removed, pasted over or corrected.<br \/>Authorities should take appropriate and proportionate action.<\/p>\n\n<h2 class=\"wp-block-heading\">The reparability score<\/h2>\n\n<p>The reparability score shows how well a product can be repaired &#8211; based on uniform EU standards.<br \/>Since <strong>20.06.2025<\/strong>, it has already applied to smartphones and tablets and must be clearly displayed.<br \/>Other product groups will follow.<\/p>\n\n<h2 class=\"wp-block-heading\">What information must retailers provide on durability and repairability?<\/h2>\n\n<p>Dealers only have to pass on the information that the manufacturer makes available to them, e.g:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Repairability<\/li>\n\n\n\n<li>Available spare parts &amp; costs<\/li>\n\n\n\n<li>Duration of software updates<\/li>\n\n\n\n<li>Shelf life guarantees<\/li>\n<\/ul>\n\n<p>Retailers <strong>do not<\/strong> have to <strong>do their own research<\/strong>. The information only needs to be <strong>clear and clearly visible<\/strong>. <\/p>\n\n<h2 class=\"wp-block-heading\">Ratio: Note on the legal guarantee &amp; durability label<\/h2>\n\n<p>There will be two labels in future:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Mandatory information on the legal guarantee<\/strong> (for all products, always visible)<\/li>\n\n\n\n<li><strong>Voluntary shelf life label<\/strong> if manufacturers give a shelf life guarantee of more than two years<\/li>\n<\/ul>\n\n<p>Both should complement each other and offer the consumer clarity. The best before date label must be displayed directly on the product. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>The EU Commission&#8217;s FAQs provide a little clarity with regard to the EmpCo Directive and its implementation in <a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\">competition law<\/a>. As expected, the Commission understands environmental statements very broadly.<\/p>\n\n\n\n<p>Time is now pressing for companies, because if not only the individual texts, but the entire marketing, including the product presentation, may have to be changed and registered trademarks may also have to be reviewed, there is not much time left until 27.09.2026.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_0351865c84a0c2cf56057ce81c2d62ce\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">You are welcome to<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">EmpCo guideline!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The EU Commission&#8217;s FAQs on the EmpCo Directive clarify important questions on implementation and the impact on companies.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904,1],"tags":[5983,5600,5430,5056,5599],"thema":[5985],"rechtsgebiet":[4987,5013,4898],"produkt":[5134,5001,4981,5775],"class_list":["post-30119","post","type-post","status-publish","format-standard","hentry","category-general","category-unkategorisiert","tag-empco","tag-environmental-statement","tag-eu-commission","tag-greenwashing-en","tag-sustainability","thema-empco-directive","rechtsgebiet-competition-law","rechtsgebiet-e-commerce-en","rechtsgebiet-markenrecht-en","produkt-advice-on-competition-law","produkt-advice-on-trademark-law","produkt-defense-against-warning-letter-under-competition-law","produkt-successfully-combating-competition-law-infringements"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO 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