{"id":35845,"date":"2026-08-28T08:30:00","date_gmt":"2026-08-28T06:30:00","guid":{"rendered":"https:\/\/kpw.law\/?p=35845"},"modified":"2026-08-23T18:53:55","modified_gmt":"2026-08-23T16:53:55","slug":"does-the-empco-directive-apply-to-the-b2b-sector","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/does-the-empco-directive-apply-to-the-b2b-sector\/","title":{"rendered":"Does the EmpCo directive apply to the B2B sector?"},"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=\"86596d\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-35843 size-large not-transparent\" alt=\"Gilt EmpCo-Richtlinie auch f\u00fcr B2B-Bereich? Wettbewerbsrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Gilt-EmpCo-Richtlinie-auch-fuer-B2B-Bereich-2-1024x576.avif\" style=\"--dominant-color: #86596d; object-position:8% 38%\" data-object-fit=\"cover\" data-object-position=\"8% 38%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Gilt-EmpCo-Richtlinie-auch-fuer-B2B-Bereich-2-1024x576.avif 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Gilt-EmpCo-Richtlinie-auch-fuer-B2B-Bereich-2-300x169.avif 300w, https:\/\/kpw.law\/wp-content\/uploads\/Gilt-EmpCo-Richtlinie-auch-fuer-B2B-Bereich-2-768x432.avif 768w, https:\/\/kpw.law\/wp-content\/uploads\/Gilt-EmpCo-Richtlinie-auch-fuer-B2B-Bereich-2-1536x864.avif 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Gilt-EmpCo-Richtlinie-auch-fuer-B2B-Bereich-2-2048x1152.avif 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-97ba1214 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-a6a2a725 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_fd5489431ed7fe53baa567e90586e503\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-huge-font-size wp-block-paragraph\" 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\">Does the EmpCo Directive<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" 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\">also apply for the<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-1 wp-block-paragraph\" 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\">B2B sector?<\/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-878d3859 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=\"2026-08-28T08:30:00+02:00\">28. August 2026<\/time><\/div>\n\n\n<p class=\"wp-block-paragraph\">of<\/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-3b99a472 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Starting September 27, 2026, the EmpCo Directive will significantly tighten the rules governing environmental and sustainability advertising. But what applies to companies that do not sell to consumers at all, but instead supply only other businesses?  <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 id=\"h-die-empco-richtlinie-und-b2b\" class=\"wp-block-heading\">The EmpCo Policy and B2B<\/h2>\n\n<p class=\"wp-block-paragraph\">The <a href=\"https:\/\/kpw.law\/en\/topics\/empco-directive\/\">EmpCo Directive<\/a>, which takes effect on September 27, 2026, tightens the rules for environmental and sustainability advertising. However, it is primarily aimed at business practices involving consumers.<\/p>\n\n<p class=\"wp-block-paragraph\">For purely B2B companies, this might seem like cause for relief. However, the situation is more complicated in the German implementation, as some of the new EmpCo requirements also apply to B2B transactions via German competition law.<\/p>\n\n<h2 id=\"h-die-empco-selbst-gilt-grundsatzlich-nur-im-b2c\" class=\"wp-block-heading\">The EmpCo itself generally applies only to B2C transactions.<\/h2>\n\n<p class=\"wp-block-paragraph\">The EmpCo Directive amends, in particular, the European Directive on Unfair Commercial Practices. This Directive applies exclusively to commercial practices by businesses toward consumers.<\/p>\n\n<p class=\"wp-block-paragraph\">The European Commission also confirms this principle. Purely B2B business practices do not fall within the scope of the directive. For more details, please see our <a href=\"https:\/\/kpw.law\/en\/faqs-from-the-eu-commission-on-the-empco-directive\/\">FAQs from the European Commission on the EmpCo Directive<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">However, this does not mean that purely B2B providers do not need to concern themselves with the new sustainability rules at all.<\/p>\n\n<h2 id=\"h-die-deutsche-umsetzung-reicht-teilweise-auch-in-den-b2b-bereich\" class=\"wp-block-heading\">The German implementation also extends, in part, to the B2B sector<\/h2>\n\n<p class=\"wp-block-paragraph\">German <a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\" data-type=\"rechtsgebiet\" data-id=\"197\">competition law protects <\/a>not only consumers, but also <a href=\"https:\/\/kpw.law\/en\/topics\/competitor\/\" data-type=\"topic\" data-id=\"23429\">competitors and <\/a>other market participants. The general prohibition on misleading advertising therefore also applies to relationships between businesses.<\/p>\n\n<p class=\"wp-block-paragraph\">This is precisely where the German implementation of EmpCo comes into play. EmpCo expands the list of product characteristics that must not be misrepresented to include environmental and social characteristics, as well as aspects such as durability, reparability, and recyclability.<\/p>\n\n<p class=\"wp-block-paragraph\">Germany has incorporated this addition into the general misleading advertising provision of the UWG. However, this provision applies not only to B2C but also to B2B.<\/p>\n\n<p class=\"wp-block-paragraph\">The Federal Government explicitly clarifies this in the <a href=\"https:\/\/dserver.bundestag.de\/btd\/21\/018\/2101855.pdf\">explanatory memorandum to the government bill, BT-Drs. 21\/1855, p. 31<\/a>. It states that these characteristics can already be covered by the general provision on misleading advertising, which applies to both business-to-business and business-to-consumer relationships. This means that key sustainability aspects of the EmpCo Directive are explicitly extended to the B2B sector as well.<\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-green-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p class=\"wp-block-paragraph\">This is because the aspects to be added \u2014namely, \u201cenvironmental and social characteristics, as well as circularity aspects such as durability, reparability, or recyclability\u201d\u2014can already be subsumed under the current list in Section 5(2)(1) of the UWG, which applies to both business-to-business and business-to-consumer relationships.<\/p>\n<\/blockquote>\n<\/div>\n\n<h2 class=\"wp-block-heading\">Overreach or Merely Clarification?<\/h2>\n\n<p class=\"wp-block-paragraph\">The federal government, however, does not view this as a genuine expansion of existing B2B law. In its view, environmental and social characteristics, as well as durability, reparability, and recyclability, could already be considered essential product characteristics. In the legislative memorandum, the amendment is therefore explicitly described as merely clarifying.<\/p>\n\n<p class=\"wp-block-paragraph\">From a legal technical standpoint, it is therefore open to debate whether one can even speak of an overreach in implementation.<\/p>\n\n<p class=\"wp-block-paragraph\">For businesses, the outcome is more important: Starting September 27, 2026, the UWG explicitly lists these sustainability criteria\u2014in a provision that also applies to B2B advertising.<\/p>\n\n<h2 class=\"wp-block-heading\">What does this mean in practice?<\/h2>\n\n<p class=\"wp-block-paragraph\">For example, a manufacturer that supplies only other companies might advertise as follows:<\/p>\n\n<ul class=\"wp-block-list is-style-arrow\">\n<li><strong>30% more energy-efficient.<\/strong><\/li>\n\n\n\n<li><strong>100% recyclable.<\/strong><\/li>\n\n\n\n<li><strong>Produced under fair working conditions.<\/strong><\/li>\n\n\n\n<li><strong>Twice the lifespan.<\/strong><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">If such information is false or likely to be misleading, and if it could influence a business customer\u2019s purchasing decision, this may constitute anti-competitive misleading conduct even in a purely B2B relationship.<\/p>\n\n<p class=\"wp-block-paragraph\">This is certainly relevant in practical terms. Business customers need information on emissions, recyclability, energy consumption, and social production conditions\u2014for example, for requests for proposals, supply chains, their own sustainability goals, or communication with their customers.<\/p>\n\n<p class=\"wp-block-paragraph\">It remains to be seen whether this will lead to stricter requirements than the current guidelines on misleading <a href=\"https:\/\/kpw.law\/en\/greenwashing\/\">greenwashing<\/a>.  <\/p>\n\n<h2 class=\"wp-block-heading\">But not all EmpCo bans apply in the B2B sector<\/h2>\n\n<p class=\"wp-block-paragraph\">However, the German implementation does not mean that all new EmpCo prohibitions also apply to businesses.<\/p>\n\n<p class=\"wp-block-paragraph\">In particular, the new absolute bans on the so-called \u201cblacklist\u201d apply only in the B2C sector. These include, for example, certain general environmental statements, impermissible sustainability labels, or certain compensation-based climate claims.<\/p>\n\n<p class=\"wp-block-paragraph\">A statement may therefore be impermissible to consumers solely on the basis of a specific EmpCo prohibition, whereas in a purely B2B context, it must be evaluated based on the general prohibition against misleading advertising. <\/p>\n\n<h3 class=\"wp-block-heading\">Example: \u201cEnvironmentally Friendly\u201d<\/h3>\n\n<p class=\"wp-block-paragraph\">The general claim \u201cenvironmentally friendly\u201d will be subject to particularly strict requirements when directed at consumers in the future. In a purely B2B context, this specific EmpCo prohibition generally does not apply. Nevertheless, the claim is not automatically permissible.<\/p>\n\n<p class=\"wp-block-paragraph\">If business customers interpret \u201cenvironmentally friendly\u201d to mean, for example, that a product offers significant environmental benefits compared to similar products, even though such benefits do not actually exist, this may constitute misleading advertising even in the B2B context.<\/p>\n\n<p class=\"wp-block-paragraph\">The difference thus lies primarily in the standard of review and the requirements. While such a statement may always be impermissible in the B2C sector solely on the basis of the law, in the B2B sector it must be accompanied by specific misleading conduct.<\/p>\n\n<h3 class=\"wp-block-heading\">Promises about the future, on the other hand, are explicitly limited to B2C<\/h3>\n\n<p class=\"wp-block-paragraph\">The fact that German lawmakers deliberately distinguish between B2B and B2C is particularly evident in statements regarding future environmental performance, such as:<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>We will be producing in a climate-neutral manner by 2030<\/strong>.<\/p>\n<\/blockquote>\n\n<p class=\"wp-block-paragraph\">In this regard, the EmpCo Directive sets forth specific requirements, such as a detailed implementation plan, measurable goals, and regular independent reviews.<\/p>\n\n<p class=\"wp-block-paragraph\">In the <a href=\"https:\/\/dserver.bundestag.de\/btd\/21\/018\/2101855.pdf\">German federal government\u2019s explanatory memorandum, BT-Drs. 21\/1855, p. 32<\/a>, it is explicitly clarified that this special provision applies only to the B2C sector.<\/p>\n\n<p class=\"wp-block-paragraph\">A similar promise regarding the future in a purely B2B context is therefore not automatically subject to these specific requirements. However, it must, of course, still not be misleading.<\/p>\n\n<h3 class=\"wp-block-heading\">B2B is also distinguished when it comes to sustainability labels<\/h3>\n\n<p class=\"wp-block-paragraph\">The situation is similar with sustainability labels. In <a href=\"https:\/\/dserver.bundestag.de\/btd\/21\/033\/2103327.pdf\">report BT-Drs. 21\/3327, p. 20<\/a>, the Bundestag\u2019s Legal Affairs Committee expressly states that sustainability labels intended exclusively for the B2B sector are not to fall under the new definition of a sustainability label.<\/p>\n\n<p class=\"wp-block-paragraph\">This, too, shows that the EmpCo rules are not being extended across the board to B2B. For more information on sustainability labels and other new prohibitions, please see our <a href=\"https:\/\/kpw.law\/en\/faqs-from-the-eu-commission-on-the-empco-directive\/\">FAQs on the EmpCo Directive<\/a>.<\/p>\n\n<h2 id=\"h-fazit\" class=\"wp-block-heading\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">The EmpCo Directive itself remains, in principle, consumer protection law.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, the German implementation ensures that environmental and social characteristics, as well as durability, reparability, and recyclability, are explicitly included in a provision on misleading advertising that also applies in the B2B sector between companies. That said, it is often argued that these points were already covered by the definition of misleading advertising.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Companies that operate exclusively in the B2B sector and use environmental or sustainability claims in their advertising should therefore familiarize themselves with at least some parts of the EmpCo Directive and its implementation in Germany.<\/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-0c8cea62 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-71c143ff 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-fb77afb0 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-1931a79c wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_ba4b6fecc7f9bd9db0ad75b6b87d297d\" 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 wp-block-paragraph\" 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 wp-block-paragraph\" 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\">We&#8217;d like to invite you to the<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" 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 Policy!<\/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-9da75b5c 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-a768b15a 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>Do the requirements of the EmpCo Directive also apply to companies that do not sell to consumers at all, but operate exclusively in the B2B sector?<\/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],"tags":[6602,5983,5742,5056,6426],"thema":[],"rechtsgebiet":[4987],"produkt":[],"class_list":["post-35845","post","type-post","status-publish","format-standard","hentry","category-general","tag-b2b","tag-empco","tag-green-claims-en","tag-greenwashing-en","tag-werbung","rechtsgebiet-competition-law"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Does the EmpCo policy also apply to the B2B sector?<\/title>\n<meta name=\"description\" content=\"Do the requirements of the EmpCo Directive also apply to companies that do not sell to consumers at all, but operate exclusively in the B2B sector?\" 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