The EmpCo Policy in Germany: Who is covered and when does it take effect?
The EmpCo guideline redefines how companies will be allowed to communicate their sustainability measures in the future.
But when does the EmpCo policy take effect, and who does it apply to? We’ll answer your most important questions.
What exactly is the EmpCo policy?
General Meaning
- EmpCo stands for “Empowering Consumers for the Green Transition”—in other words, empowering consumers for the green transition.
- Official Title: Directive (EU) 2024/825 of the European Parliament and of the Council
Time Frame
- Adopted on February 28, 2024; published in the Official Journal of the EU on March 6, 2024; entered into force on March 26, 2024.
- It will take effect in Germany on September 27, 2026.
Objective
- Protectconsumers from misleading environmental claims (greenwashing) and misleading social claims (social washing).
Background
- A 2020 European Commission investigation found that more than half of all environmental claims examined in the EU were vague, misleading, or unsubstantiated.
Does EmpCo apply even if we only sell in Germany?
Yes. The directive applies to any company that markets products or services to consumers within the EU—regardless of whether you operate only in Germany or throughout the EU. The size of the company and the industry are irrelevant.
Will this affect us if we only sell B2B?
This is one of the most ambiguous points; opinions differ on this matter. In principle, the directive is designed to protect consumers from misleading communications and therefore generally applies to the B2C sector. However, purely B2B providers could very well be affected if, for example, their statements and information are publicly accessible and thus also reach end consumers. So if your B2B communications—such as those on social media or your website—are publicly viewable, you should comply with the EmpCo Directive just to be on the safe side.
What exactly counts as an environmental statement under the EmpCo Directive?
This includes not only traditional advertising slogans, but also statements on the company’s online presence—that is, on its website, in newsletters, or on social media. This also includes statements on packaging and product labels, statements from the sustainability report—as long as they’re used in communications with end consumers—and the company’s own, custom-designed sustainability seals.
Are there any exceptions for smaller companies or startups?
No. Unlike some other EU regulations, there is no blanket exemption based on company size. The directive applies regardless of revenue or the number of employees.
Why should we take action regarding EmpCo now?
The transition period is underway. Companies that do not adapt their communications in time risk:
- Warnings and Fines Due to Stricter Enforcement
- Reputational Damage from Public Criticism of Greenwashing
- Loss of trust among increasingly critical consumers
Our AI Audit Tool
Can we communicate our collaboration with everwave in a way that complies with EmpCo?
Yes. Our Plastic Credits meet the requirements of the EmpCo guidelines. They are based on actual plastic waste that has been collected: For every single Plastic Credit, one kilogram of waste is retrieved from rivers and bodies of water around the world.
Thanks to full traceability, every Plastic Credit can be measured transparently. The waste is documented at the collection point and entered into an in-house system using coordinates. The entire process—from collection and sorting to recycling—is fully documented and is therefore traceable.
All data is consolidated in our in-house system. Here, every Plastic Credit issued is assigned a unique number and can be tracked and verified individually. This ensures that its impact can be traced and audited at any time.
Interested?
Do you want to be part of the movement and make a real impact with Plastic Credits? Then get in touch with us—together, we’ll develop a partnership that’s right for your company.
Please contact us via the contact form or directly by email at [email protected]
