The EU’s new consumer-protection directive takes effect Sunday, restricting vague “eco-friendly” and “sustainable” claims, offset-based climate claims and self-certified sustainability logos. Brands must substantiate specific environmental claims with evidence.
Known as EmpCo, the directive updates the EU’s Unfair Commercial Practices Directive by blacklisting specified misleading marketing tactics, including declarations about recycled content. It does not require third-party verification or pre-approval, or set a standardized scientific method for validating claims—measures proposed in the Green Claims Directive, which the Commission withdrew in 2025.
The rules apply to business-to-consumer marketing, but experts said B2B data can still reach shoppers through Digital Product Passports. An EU testing campaign found inaccurate fiber-composition labels on 37% of clothing items sold in European markets. The directive also uses an “average consumer” test that can include brand names and visuals; campaigner Ruth MacGilp warned that scrutiny could deter companies from disclosing even credible sustainability work.
