01
Generic green words stop working
"Eco-friendly", "green", "climate-conscious" are banned unless you hold recognised excellent environmental performance.
Directive (EU) 2024/825 · Applies 27 September 2026
The EU just rewrote the rules for talking about sustainability.
EmpCo – the Empowering Consumers for the Green Transition Directive – bans greenwashing across every ad, pack and product page sold to EU consumers. This site translates it into what your marketing team actually has to change.
In one sentence
If a shopper can't verify your environmental claim, from 27 September 2026 you probably can't make it.
- In force
- 26 March 2024
- National law
- 27 March 2026
- Applies
- 27 September 2026
Five things that change
What EmpCo means for marketing and communications
02
Offsetting can't buy neutrality
Claiming neutral or reduced climate impact on the basis of carbon offsetting is banned outright.
03
Own-brand eco labels are out
Sustainability labels must come from a certification scheme or a public authority. Self-designed badges are banned.
04
Future promises need a plan
Net-zero pledges require published, verifiable commitments, a realistic implementation plan and independent monitoring.
05
Durability becomes marketing's problem
Repairability, software updates and lifespan-limiting features are now consumer information you must disclose.
9 banned or restricted practices in total.
Read the full list →The deadline
You have less time than the date suggests
- National laws in place
- 27 March 2026
- Rules apply to your marketing
- 27 September 2026
Packaging artwork is the constraint. Anything on shelf that day must already comply, so most brands need compliant claims locked well before the deadline.
See the full timeline →