EmpCo Policy and Green Claims: What Companies Need to Know Right Now!
The EmpCo Directive will introduce new requirements for green claims effective September 27, 2026. General environmental claims such as “sustainable,” “climate-neutral,” or “green” will then only be permitted if they can be substantiated in a verifiable manner. Find out what requirements the EmpCo Directive imposes on green claims and how you can ensure your environmental communications are legally compliant.
What is the EmpCo policy?
Starting September 27, 2026, stricter requirements for environmental claims will take effect in the EU. With this, the EU is laying the groundwork for a transparent approach to sustainability communication: Green claims such as “ecological” or “sustainable” will no longer be permitted. Environmental claims may only be made if they are measurable and transparently traceable.
The EmpCo Directive thus serves as an extension of the Green Deal and strengthens existing consumer protection laws against greenwashing and misleading social claims.
Which green claims are no longer allowed?
EmpCo distinguishes between four categories of environmental claims. In each category, the rule is: Anyone who cannot prove their claims risks penalties.
General
Statements
Bold claims without directly accessible, verifiable evidence will be prohibited starting in September 2026. In the future, they will be permitted only if backed by evidence of recognized outstanding environmental performance, such as through government-recognized seals.
Compensation
Statements
“Climate-neutral,” “plastic-neutral” through offsetting
Claims that assert neutrality solely through the purchase of certificates outside one’s own value chain will be considered misleading in the future.
Future Environmental Performance
"climate neutral by 2030", "plastic-free by 2028"
Future promises are only permissible with a detailed, publicly accessible implementation plan, measurable interim targets, and regular external review.
Own Sustainability Seals
Custom-designed badges & labels
Labels such as “Ocean Friendly” or “Plastic Saver” that lack independent, transparent certification are expressly prohibited. Even green leaves or similar graphic elements may be considered label-like.
Identify critical environmental claims before the EmpCo guideline takes effect: Our AI audit tool scans your website for environmental claims.
Green Claim vs. Contribution Claim
The new guideline rewards precision and penalizes vague claims. The legally sound approach to your communication is to use what are known as “contribution claims.”
| Characteristic | Classic Green Claim | Contribution Claim |
|---|---|---|
| Claim | product characteristic, e.g. “climate-neutral” | a specific, quantified amount |
| Evidence | is often difficult or impossible to verify | external audited and transparently traceable |
| EmpCo Risk | high – classic risk of receiving a cease-and-desist letter | low – statement regarding one’s own contribution rather than a product feature |
| Example | “our product is plastic-neutral” | “with every purchase, we remove 1 kg of plastic waste from rivers” |
"Contribution Claims" Instead of "Green Claims": Plastic Credits at everwave
Our Plastic Credits combine tangible environmental impact with transparent documentation. They meet the requirements of the EmpCo guidelines and are based on plastic waste that has actually been collected.
One Plastic Credit represents 1 kg of waste that has been collected from rivers and waterways around the world, sorted, and processed. Companies make a measurable impact with Plastic Credits—because Plastic Credits meet the EmpCo requirements:
Full Traceability
Transparent Documentation
Individual Identification
Get advice now
The transition period is underway. Learn how your company can achieve measurable impact with Plastic Credits and prepare for the requirements of the EmpCo Directive.
Schedule your consultation here:
Frequently Asked Questions (FAQ)
Green claims are environmental and sustainability statements that companies use in their communications—for example, on websites, packaging, in advertisements, or on social media. These include both specific statements and general terms such as “sustainable,” “environmentally friendly,” or “green.”
No. The EmpCo guideline does not prohibit sustainability communications. However, it imposes stricter requirements regarding the verifiability of such communications. In the future, environmental claims must be clear, transparent, and supported by reliable data.
Your statements should always be supported by verifiable data, recognized standards, or independent certifications. The more transparent the data and documentation, the more credible and reliable the statement is.
With transparent Plastic Credits, end-to-end traceability, and verifiable data, everwave lays the foundation for robust environmental communication. In addition, we help companies communicate their sustainability initiatives in a way that is clear, transparent, and effective.
Unsubstantiated or misleading environmental claims can result in legal consequences—such as warning letters or regulatory action. That is why it is worth reviewing your communications early on and basing them on solid evidence.
First, review your existing green claims and assess whether they are sufficiently substantiated. General statements should be replaced with specific, measurable information or supplemented with appropriate evidence. This will help you ensure transparency and reduce the risk of misleading communication.
