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What companies need to know now!
The EmpCo Directive introduces new requirements for green claims from 27 September 2026 onwards. General environmental claims such as “sustainable,” “climate neutral,” or “green” will only be permitted if they can be substantiated with clear and verifiable evidence. Learn what requirements the EmpCo Directive places on environmental marketing claims and how to make your sustainability communication compliant, transparent, and credible.
From September 27, 2026, stricter requirements for environmental claims will apply across the EU. With the EmpCo Directive (Empowering Consumers for the Green Transition), the EU is laying the foundation for a more transparent approach to sustainability communication. Broad environmental claims such as “eco-friendly” or “sustainable” will no longer be permitted without proper substantiation. Environmental claims may only be made if they are measurable, verifiable, and transparently documented.
As an extension of the European Green Deal, the EmpCo Directive strengthens existing consumer protection laws by taking a tougher stance against greenwashing and misleading environmental and social claims.
EmpCo distinguishes between four categories of environmental claims. In each one, the rule is the same: if you can't prove what you claim, you risk penalties.
"Plastic-free", "green", "eco-friendly"
Bold environmental claims without clear and verifiable evidence will be prohibited from September 2026 onwards. Such statements will only be allowed if they are supported by recognized environmental certifications or labels.
"Climate neutral", "plastic neutral" through offsetting
Claims that base neutrality solely on purchasing certificates outside your own value chain will be considered misleading.
"Climate neutral by 2030", "plastic-free by 2028"
Future-facing promises are only permitted with a detailed, publicly accessible implementation plan, measurable interim targets, and regular external review.
Self-designed badges and labels
Seals like "Ocean Friendly" or "Plastic Saver" without independent, transparent certification are expressly prohibited. Even green leaf icons or similar graphic elements can already count as seal-like.
The transition period is running. Companies that fail to adapt their communication in time risk:
Warnings and fines as enforcement becomes stricter
Reputational damage following public criticism of greenwashing
Loss of trust among increasingly critical consumers
The sooner you review your claims, the more time you have to make well-founded adjustments.
Want to know which specific claims your company needs to revise now? Use our EmpCo Check to get an automated analysis of the current claims on your website.
The new directive rewards precision and penalizes vague claims. The legally compliant path for your communication is what's known as a Contribution Claim.
| Criterion | Classic Green Claim | Contribution Claim |
|---|---|---|
| Claim | Product attribute, e.g. "climate neutral" | Specific, quantified amount |
| Evidence | often difficult or impossible to substantiate | externally audited and transparently trackable |
| EmpCo Risk | high: classic risk of a cease-and-desist warning | low: states your own contribution instead of a product attribute |
| Example | "Our product is plastic neutral." | "With every purchase, we remove 1 kg of plastic waste from rivers." |
Our Plastic Credits connect concrete environmental impact with transparent documentation. They meet the requirements of the EmpCo Directive and are based on plastic waste that has actually been collected.
One Plastic Credit corresponds to 1 kg of waste collected, sorted, and processed from rivers and waterways worldwide. With Plastic Credits, companies make a measurable impact - because Plastic Credits meet EmpCo's requirements:
Each Plastic Credit is based on plastic waste collected in real operations. Waste is documented and recorded with exact coordinates at the collection point. This shows where the waste was collected, when collection took place and what quantities were recorded.
After collection, materials are sorted and processed at everwave Zero-Waste Centers and prepared for further processing. Every processing step is documented digitally and recorded in the digital tracking system. This creates a complete record and rules out double counting.
Each Plastic Credit receives its own unique ID. This allows every Credit to be tracked, checked and documented individually. Its impact can therefore be traced and audited at any time.
The transition period is running out. Find out how your company can create measurable impact with Plastic Credits and prepare for the requirements of the EmpCo Directive.
Green Claims are environmental and sustainability statements that companies use in their communication — for example, on websites, packaging, in advertisements, or on social media. This includes both specific statements and general terms such as "sustainable", "environmentally friendly", or "green".
No. The EmpCo Directive doesn't ban sustainability communication. But it does raise the bar for how well claims must be substantiated. Going forward, environmental claims must be clear, transparent, and backed by solid data.
Your claims should always be backed by traceable data, recognized standards, or independent certifications. The more transparent the underlying data and documentation, the more credible and defensible the claim.
With transparent Plastic Credits, complete traceability, and verifiable data, everwave provides the foundation for defensible environmental communication. We also help companies communicate their sustainability efforts clearly, transparently, and effectively.
Environmental claims that can't be substantiated, or that are misleading, can lead to legal consequences — such as cease-and-desist warnings or regulatory action. That's why it pays to review your own communication early and back it up with solid evidence.
Start by reviewing your existing Green Claims and assessing whether they're adequately substantiated. Replace general statements with concrete, measurable information, or back them up with the right evidence. This creates transparency and reduces the risk of misleading communication.
