The EmpCo Directive in Germany
The EmpCo Directive redefines how companies will be allowed to communicate their sustainability measures going forward.
But when does the EmpCo Directive take effect, and who does it affect? We answer the most important questions.
What exactly is the EmpCo Directive?
General meaning
EmpCo stands for “Empowering Consumers for the Green Transition” - in other words, strengthening consumers for the green transition.
Official name: Directive (EU) 2024/825 of the European Parliament and of the Council
Timeline
It was adopted on February 28, 2024, published in the EU Official Journal on March 6, 2024, and entered into force on March 26, 2024.
The directive takes effect in Germany starting September 27, 2026.
Goal
The goal is to protect consumers from misleading environmental claims (greenwashing) and embellished social claims (social washing).
Background
A 2020 EU Commission study found that more than half of all environmental claims reviewed in the EU were vague, misleading, or unsubstantiated.
Does EmpCo apply even if we only sell in Germany?
Yes. The directive applies to every company that markets products or services to consumers within the EU – regardless of whether you operate only in Germany or across the EU. Company size and industry are irrelevant.
Are we affected if we only sell B2B?
This is one of the least clear points, and opinions differ. In principle, the directive is designed to protect consumers from misleading communication and therefore primarily applies to the B2C space. However, pure B2B providers could still become relevant if, for example, their statements and information are publicly accessible and thus also reach end consumers. So if your B2B communication – through social media or your website, for instance – is publicly visible, you should take the EmpCo Directive into account to be safe.
What actually counts as an environmental claim under the EmpCo Directive?
It's not just classic advertising slogans that count, but also statements in a company's online presence – on the website, in newsletters, or on social media. This also includes claims on packaging and product labels, statements from the sustainability report as soon as they're used in communication with end consumers, and a company's own self-designed sustainability seals.
Are there exceptions for smaller companies or start-ups?
No. Unlike some other EU regulations, there's no blanket exemption based on company size here. The directive applies regardless of revenue or the number of employees.
Why act on EmpCo now?
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.
Our AI Audit Tool
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.
Can we communicate our partnership with everwave in an EmpCo-compliant way?
Yes. Our Plastic Credits instrument meets the requirements of the EmpCo Directive. It's based on plastic waste that has actually been collected: for every single Plastic Credit, one kilogram of waste is removed from rivers and waterways worldwide.
Full traceability makes every Plastic Credit transparently quantifiable. The waste is documented right at the collection site and logged into an internal system using GPS coordinates. The entire process – from collection through sorting to processing – is documented without gaps and is therefore fully traceable.
All data comes together in our internal system. Here, every Plastic Credit created receives an individual number and can be tracked and reviewed individually. That makes the impact traceable and auditable at any time.
The EmpCo-Compliant Alternative: everwave Plastic Credits
The new directive rewards precision and penalizes vague claims. The legally compliant path for your marketing is what's known as Contribution Claims. With everwave, you communicate credible impact instead of empty phrases.
Certified impact: With every euro, we verifiably remove 1 kg of waste from the environment. Externally audited and transparently trackable.
Authentic marketing material: You get high-resolution image and video material from our cleanups around the world for your campaigns – the strongest proof for your customers.
Credible communication: Turn risky ”climate neutral” claims into transparent impact statements that hold up under strict EmpCo requirements.
Get Expert Advice Now
The transition period is running out. Learn how your company can create measurable impact with Plastic Credits while preparing for the requirements of the Empowering Consumers Directive (EmpCo).
