EmpCo Directive
EU Directive (EU) 2024/825 on empowering consumers for the green transition. It amends the Unfair Commercial Practices Directive and adds specific greenwashing practices to the EU list of commercial practices that are banned in all circumstances. Member States had to transpose it by 27 March 2026, and the rules apply from 27 September 2026.
Among other things, it bans generic environmental claims without recognised excellent environmental performance, product-level claims of neutral, reduced or positive climate impact based on offsetting, and sustainability labels that are not based on a certification scheme or set up by public authorities. Claims about future environmental performance must be backed by clear, verifiable commitments and an implementation plan.
EcoAppraise context
EmpCo is the main reference point for consumer-facing environmental claims in the EU. Claims that fall into its banned categories are high risk regardless of the evidence behind them, and late national transposition does not delay the application date.
Related terms
Generic Environmental Claim; Unfair Commercial Practices Directive (UCPD); Sustainability Label; Future Environmental Claim; Green Claims Directive; CPC Network; ACM (Netherlands Authority for Consumers and Markets); Danish Consumer Ombudsman