"Eco", "green", "sustainable", "environmentally friendly" — these words still often appear on products without any proof. From 27 September 2026, that comes to an end: the EmpCo Directive (EU) 2024/825 on empowering consumers for the green transition tightens which environmental claims may be made — and requires every one of them to be substantiated.
What is EmpCo?
The "Empowering Consumers for the Green Transition" (EmpCo) Directive amends the EU rules on unfair commercial practices and consumer rights. Its aim is to let consumers decide on the basis of well-founded, verifiable information.
What does it prohibit or restrict?
- Generic, unsubstantiated green claims ("environmentally friendly", "green") without a concrete, demonstrable basis.
- Misleading sustainability labels that are not based on a credible certification scheme.
- Promises about future environmental performance without a clear, verifiable implementation plan.
- "Climate neutral"-type claims that rely solely on offsetting.
Why does this concern the DPP?
EmpCo and the DPP are two sides of the same coin: EmpCo requires a green claim to be provable; the DPP is precisely the tool that makes the supporting data available in a structured, trustworthy and verifiable form.
If a distributor or brand claims "X% recycled material" or "low carbon footprint", then it must:
1. hold the data that supports the claim, 2. be able to present that data authentically (e.g. a signed DPP), 3. make it accessible (QR code, a verifiable source).
Who carries the burden?
- Distributors and sales chains — they must ensure that claims across thousands of products can be substantiated.
- Brand owners — responsible for the communication.
- Importers — also for the claims made about an imported product.
How to prepare
1. Claim inventory: collect the environmental claims you make (packaging, web, advertising). 2. Evidence pairing: assign a trustworthy data source to each claim. 3. Trustworthy storage: structure and sign the supporting data (DPP). 4. Accessibility: make it available (QR/DPP) so that consumers and authorities alike can verify it. 5. Clean-up: remove from your communication anything that cannot be proven.
Frequently asked questions
From when does EmpCo apply?
Following national transposition, with rules that generally apply from 27 September 2026.
Is having a certificate enough?
A certificate helps, but the claim must be concretely and verifiably linked to the product — which is where the DPP comes in.
Can I no longer use the word "sustainable" at all?
You can, provided it is provable and not misleading. The point is substantiation.
A green claim is a responsibility. ReadyPass helps you present environmental data in a structured, trustworthy and verifiable way — so that your claims withstand scrutiny.
Sources: EmpCo Directive (EU) 2024/825; ESPR (EU) 2024/1781. For information only; not legal advice.
