{"id":30102,"date":"2025-12-07T21:01:34","date_gmt":"2025-12-07T19:01:34","guid":{"rendered":"https:\/\/kpw.law\/?post_type=topic&p=30102"},"modified":"2026-04-28T07:37:33","modified_gmt":"2026-04-28T05:37:33","slug":"empco-directive","status":"publish","type":"topic","link":"https:\/\/kpw.law\/en\/topics\/empco-directive\/","title":{"rendered":"EmpCO directive"},"content":{"rendered":"\n
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Empowering <\/p>\n\n\n\n

Consumers<\/p>\n\n\n\n

Directive<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n

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The EmpCo Directive aims to better protect consumers from unfair practices in connection with advertising relating to the ecological transition. For companies, this means stricter rules when advertising ecology and sustainability. <\/strong> Our team advises and supports companies in implementing the legal requirements.<\/p>\n\n\n\n

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What the EmpCO directive means for advertising and trademark strategies<\/h2>\n\n

Sustainability is no longer a niche topic, but often an important sales argument. However, as the number of “green” promises increases, so too does skepticism – and now regulatory pressure. The new Directive (EU) 2024\/825 on empowering consumers for the green transition (“Empowering Consumers Directive” or “EmpCo Directive” for short) aims to put an end to the proliferation of environmental claims. For companies, this means The rules of the marketing game are changing fundamentally and becoming much stricter. <\/p>\n\n

Background to the directive: Why did the EU intervene?<\/h2>\n\n

The EmpCo Directive is part of the European Green Deal and the European sustainability strategy. In doing so, the EU is not only pursuing environmental and climate goals, but also a consumer rights concern. Consumers should be able to make their purchasing decisions on the basis of reliable information. <\/p>\n\n

The starting point was numerous studies by the EU Commission, which found that a significant proportion of environmental advertising claims were unclear, unsubstantiated or objectively false. Terms such as “sustainable”, “climate-neutral” or “environmentally friendly” were frequently used without it being clear what these statements actually referred to. There was often a lack of verifiable evidence, standardized criteria or transparent information. <\/p>\n\n

From the point of view of the European legislator, the existing regulations of competition law <\/a>were no longer sufficient to effectively counter these greenwashing <\/a>practices. Although there were already bans on misleading advertising, these always had to be examined on a case-by-case basis. This is precisely where the new directive comes in. In future, certain practices will be considered unfair per se. <\/p>\n\n

The key points: What is prohibited in advertising<\/h2>\n\n

Ban on sweeping environmental statements<\/h3>\n\n

Generic claims such as “environmentally friendly<\/strong>“, “green<\/strong>“, “nature-friendly<\/strong>“, “ecological<\/strong>” or “climate-friendly<\/strong>” will be banned in future if they cannot be substantiated by a recognized outstanding environmental performance. Such performance exists, for example, if the product has been awarded the official EU Ecolabel. <\/p>\n\n

Mere claims without certification or precise explanation are no longer enough. Anyone who describes their product as “green” must prove that it is actually and demonstrably more environmentally friendly than competing products – based on official standards. <\/p>\n\n

Accepted official standards are:<\/p>\n\n