The calendar
EmpCo timeline: from adoption to enforcement
28 February 2024
Directive (EU) 2024/825 adopted
The European Parliament and the Council adopt the directive on empowering consumers for the green transition, amending the Unfair Commercial Practices Directive (2005/29/EC) and the Consumer Rights Directive (2011/83/EU).
What to do
Brief your marketing and brand teams that the rules are final, not proposals.
6 March 2024
Published in the Official Journal
The final legal text becomes publicly available in all EU languages.
What to do
Bookmark the consolidated text as your single source of truth for claim wording.
26 March 2024
Entry into force
Twenty days after publication, the directive formally enters into force at EU level.
What to do
Start a claims inventory: every environmental claim on pack, on site, in ads and in retail media.
27 March 2026
Member State transposition deadline
EU countries must have adopted and published the national laws that implement the directive.
What to do
Track the national implementations in every market you sell in – enforcement and penalties are set nationally.
27 September 2026
National rules apply
Member States apply the measures. From this date the new banned practices are enforceable against your marketing.
What to do
All packaging artwork, campaigns and site copy live on this date must already comply. Work backwards from your longest print lead time.
Working backwards from September 2026
The application date is not your deadline – your longest production lead time is. If packaging artwork takes nine months from claim sign-off to shelf, your real cut-off for approving claim wording is at the end of 2025. Digital assets are the only channel you can fix late.