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The EmpCo Directive (EU) 2024/825 applies from September 27, 2026, and prohibits unsubstantiated environmental claims such as “sustainable” or “climate neutral”. Here, you'll find a concise overview of all key rules, obligations, and potential penalties.
Legal basis: Directive (EU) 2024/825
German implementation: 3rd Act Amending the UWG
Binding from: September 27, 2026
EmpCo stands for “Empowering Consumers for the Green Transition”.
Official designation: Directive (EU) 2024/825 of the European Parliament and of the Council.
Adopted on February 28, 2024, published in the Official Journal of the European Union on March 6, 2024, and entered into force on March 26, 2024.
It is part of the European Green Deal. It is not a standalone new law, but rather strengthens existing consumer protection legislation.
National implementation: In Germany, the directive is primarily implemented through the German Act Against Unfair Competition (UWG), via the 3rd Act Amending the UWG.
Objective: To protect consumers from misleading environmental claims (greenwashing) and misleading social claims (social washing).
Background: An EU Commission study from 2020 found that more than half of the environmental claims examined in the EU were vague, misleading, or unsubstantiated.
The transition period is running out. Companies that fail to adapt their communications in time risk:
Warnings and fines due to stricter enforcement
Reputational damage following public criticism over greenwashing
Loss of trust among increasingly conscious consumers
The earlier companies review their claims, the more time they have to make informed adjustments.
EmpCo Directive enters into force at EU level
Deadline for implementation into the national laws of EU Member States
Binding application in all 27 EU Member States
Does EmpCo apply to your company?
The separate Green Claims Directive, which was originally intended to complement EmpCo, is still in the legislative process; negotiations are currently suspended. For the time being, EmpCo is the only binding EU instrument specifically addressing greenwashing.
The EmpCo Directive particularly applies to the following areas:
The risk: From 2026, anyone advertising with terms like “plastic-free”, “recyclable”, “green”, or “environmentally friendly” must back these claims up with transparent, verifiable evidence. Generic statements such as “made from recycled material” will no longer be enough unless the underlying standard and the independent verification behind it are clearly stated.
The risk: Advertising a product as “plastic neutral” or “waste compensated” may result in legal action if the communication suggests to consumers that the product itself generates no waste. Compensation must not be presented as meaning that the product has a “zero impact”. Instead, it must be transparently disclosed as a financial contribution to environmental action (Contribution Claim).
The risk: Future promises such as “plastic-free packaging by 2030” or “fully circular by 2028” are unlawful without a detailed, publicly accessible implementation plan. They require a roadmap with time-bound interim targets and verification by an independent third party.
The risk: Self-designed badges such as “Ocean Friendly”, “Plastic Saver”, or in-house sustainability seals that are not awarded and monitored by an official, transparent, and independent certification system are expressly prohibited under EmpCo.
Companies that fail to comply with the new requirements may face significant legal and financial consequences. In many cases, the process begins with a cease-and-desist letter based on unfair competition law. If the issue is not addressed or the identified violation is not remedied, preliminary injunctions or legal actions for injunctive relief can follow at short notice.
The potential financial consequences are particularly significant: in cases of serious cross-border infringements, fines of up to 4% of a company’s annual turnover may be imposed. In addition, claims for damages may be brought under certain conditions.
The enforcement of the new rules is also being strengthened. The EmpCo Directive explicitly classifies certain practices as unfair commercial practices by placing them on a so-called “black list”. As a result, these violations no longer require a complex case-by-case assessment, making it easier for authorities and competitors to take action against unlawful environmental claims more quickly.
The EmpCo Directive applies not only to large corporations. It affects any company marketing products or services to consumers in the EU, regardless of its size, industry, or location.
The directive covers all companies that market products or services to end consumers in the EU, regardless of where the company is based.
Companies based outside the EU are also affected if they target EU consumers – for example, through online shops offering delivery to the EU, brand websites in EU languages, or sales through European marketplaces.
The directive applies across all industries that use environmental or social claims in their marketing – from consumer goods and fashion to financial services and energy.
The directive is also relevant when claims from a sustainability report are subsequently used in advertising. In such cases, the same substantiation requirements apply as for conventional advertising claims.
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
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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 EmpCo Directive requires sustainability communications to be transparent, verifiable, and substantiated. Instead of broad environmental promises, concrete Contribution Claims are becoming increasingly important. With everwave Plastic Credits, you can communicate transparent, measurable impact – credibly and in line with EmpCo requirements.
Verifiable impact: With every euro invested, 1 kg of waste is verifiably removed from rivers and waterways. The impact is externally certified, transparently documented, and traceable at every stage.
Authentic content for your communications: You receive high-quality photo and video content from our cleanup projects around the world, allowing you to showcase your contribution through authentic stories and verifiable results.
Transparent communication instead of greenwashing risk: Replace broad claims such as “climate neutral” with concrete impact statements. With everwave, you can transparently demonstrate the contribution your company makes to protecting waterways and ecosystems – in line with the requirements of the EmpCo Directive.
Ready to be part of the wave? Get in touch with us, and together we’ll create a partnership that fits your company and sustainability goals.
The EmpCo Directive is an EU directive that has been transposed into national law and will apply from September 2026. Directive (EU) 2024/825 (“Empowering Consumers for the Green Transition”) prohibits vague and unsubstantiated environmental claims (greenwashing) from September 2026 onwards in order to better protect consumers.
Traditional Green Claims often make statements about a product’s environmental properties – for example, “climate neutral” – that can be difficult to substantiate. A Contribution Claim transparently communicates the specific contribution a company makes – for example, how many kilograms of plastic waste have been verifiably collected as a result of its support.
The EU prohibits advertising claims based on compensating emissions outside a company’s own value chain. Instead, companies must communicate transparently about what they actually do or directly finance.
Yes. everwave Plastic Credits are designed to meet the requirements of the EmpCo Directive. Thanks to transparent traceability, individual identification numbers, and external auditing, the entire process can be tracked. This makes the environmental impact of Plastic Credits measurable and allows it to be communicated in line with EmpCo requirements.
