Stricter rules for greenwashing
In 2026, a significant new regulation will come into force at EU level, which will significantly tighten up advertising claims relating to environmental and social standards in particular. Companies will be faced with the challenge of providing scientifically verifiable evidence for terms such as "sustainable", "climate-neutral" or "environmentally friendly" in future - otherwise there is a risk of legal consequences and a loss of trust among customers. This is not just about packaging labelling or marketing texts: Branding elements such as colours, logos or claim formulations may also be considered environmental or social claims in the future. Companies should start now to carry out a thorough review of their existing communication and adapt it accordingly. The new guidelines at a glance:
Honest communication as a competitive advantage
Although the new requirements mean additional effort, they also open up a great opportunity: companies that ensure transparent and verifiable sustainability statements at an early stage can clearly differentiate themselves in the market. An honest and verifiable communication strategy strengthens customer trust and can become a competitive advantage in the long term. It is crucial to take a holistic view of the entire value chain - from suppliers to production and packaging through to logistics. Equally important is the regular review of all communication measures and close coordination between the marketing, legal and sustainability teams. This turns a legal obligation into a strategic advantage for brands that take responsibility seriously and actively shape their credibility.
Frequently Asked Questions
FAQ
The EmpCo Directive is a set of EU regulations that will introduce stricter requirements for environmental and social claims in marketing, product communication and packaging from 2026. The aim is to better protect consumers from misleading "green" promises.
Greenwashing occurs when companies make claims about environmental or social benefits that cannot be substantiated.
Examples:
- "Our product is 100% environmentally friendly" - without scientific proof
- "Climate-neutral production" - but only because of purchased offsets, without a reduction strategy
- A self-invented "eco-label" on the packaging
All environmental claims require clear, comprehensible and scientifically sound evidence. This includes data on CO₂ reduction, recycled content, material origin or energy consumption. In case of doubt, it must be possible to disclose this evidence to the authorities.
All visible and audible statements - from website texts and social media to packaging design and claims. Even colours, icons or symbols can be interpreted as environmental promises.
Example: A green leaf icon can already suggest that a product is more sustainable.
A structured approach is recommended:
- Take stock of all existing claims
- Collect evidence or identify missing evidence
- Adapt communication if claims cannot be substantiated
- Define internal processes to approve future claims with legal certainty
If you start early, you reduce risks and develop credible sustainability communication at the same time.
