If you do business in the European Union (EU), including welcoming EU travelers to your property, you had best be ready for September 27, 2026. On that day, according to the Rainforest Alliance, EU Empowering Consumers Directive (EmpCo) is introducing stricter rules for how companies communicate sustainability claims and use environmental labels. The directive is designed to give consumers clearer, more reliable information about the environmental and social impacts of the products they buy. At the same time, it creates a more level playing field for brands making credible sustainability commitments.
The requirements will apply to all EU/EEA (European Economic Area) traders, and non-EU companies selling products to EU/EEA consumers. The directive covers all consumer-facing commercial practices, meaning it applies not only to packaging but also to websites, marketing materials, and other communications.
The directive amends the Unfair Commercial Practices Directive to ban a range of greenwashing practices related to two crucial areas:
- Display of sustainability labels: The directive bans the use of sustainability labels that are not based on an eligible certification scheme or have not been established by public authorities. It also clearly defines what a certification scheme is—and what criteria must be met—such as third-party verification.
- Making sustainability claims: The directive bans vague or generic and misleading environmental claims, including claims that misrepresent the scope or overall environmental impact of a company or product.
Some of the Claims That are Prohibited
Generic claims such as “green,” “carbon-friendly,” “nature positive,” “eco-friendly,” “green,” “nature’s friend,” “carbon friendly,” “biodegradable,” or similar statements such as “natural,” “organic,” or “sustainable” are prohibited unless the product has proven excellent environmental performance. In short, it requires traders to be honest, clear and transparent about the environmental, social and circular aspects of their products and services. When consumers have trust in the information they’re given, they’ll be able to more easily compare products, which leads to more sustainable consumption.
EmpCo aims to protect consumers from unfair business practices that discourage sustainable purchases, such as:
- Greenwashing: Making false or misleading claims about a product’s environmental benefits.
- Planned obsolescence: Designing products to fail or become outdated quickly.
- Misleading labels and claims: Using unreliable or unclear sustainability labels and claims.
The requirements of EmpCo:
- Durability Guarantees: Providing information about the warranty of products.
- Software Updates: Informing consumers about the availability of free software updates for goods with digital elements, content, or services.
- Product Reparability: Providing information on product reparability, such as a reparability score or other relevant repair information.
- Accurate Claims: Preventing traders from misleading consumers about environmental, social, durability, or reparability impacts.
- Future Performance Claims: Environmental claims about future impact can only be made if there are clear commitments on how to achieve this.
- Exaggerated Claims: Traders are not allowed to advertise benefits of their product or service if this benefit is already common practice in the relevant market. For example, a legal requirement to inform consumers about harmful chemicals present in a product would not be considered a significant benefit that justifies advertising.
Claims About Future Performance
EmpCo also requires environmental claims about future performance, such as “Our company aims to achieve carbon neutrality by 2030” to:
- Have clear, objective, publicly available, and verifiable commitments.
- Be supported by an implementation plan with measurable and time-bound targets.
- Be regularly verified by an independent third-party.
When a trader compares the environmental or social characteristics of their product/service to another product/service, they must disclose on:
- Method: Clearly explain the comparison method.
- Products: Identify the products and suppliers.
- Updates: Disclose how comparison information is maintained and updated.
A Huge Win for Consumers
According to CleanHub, EmpCo is a huge win for consumers, but also brands who are doing it right when it comes to sustainability.
EmCo doesn’t just target the manufacturer, it holds the entire chain of commercial communication accountable for misleading claims. In a retail setting, this means a trader has a responsibility for the claims presented on the packaging and on shelf-talkers or online product pages.
The EU is treating greenwashing as a serious consumer rights violation. Non-compliance can lead to fines of up to 4 percent of a company’s annual turnover in the relevant Member States. Beyond the financial impact, the “reputational tax” of a public greenwashing ruling can be devastating for consumer-facing brands.
If you would like to read the EU legislative act in full, find the Directive in full here.
Green Lodging News adds CLEAR INC. to Product & Service Directory
Green Lodging News has added CLEAR INC. to the Water Wellness Infrastructure section of its Green Product & Service Directory. CLEAR provides water wellness infrastructure for hotels, turning everyday guest water use into a visible hospitality amenity. Its in-room platform improves the three water touchpoints guests experience most: drinking, washing and showering, using ClearPure drinking stations, Clear Vanity under-sink filtration and ClearShower multi-stage filtration. CLEAR provides the equipment, filter supply, warranty, service and technical support through a simple managed monthly program. The offering is designed to elevate guest experience, reduce dependence on bottled water and kettles, simplify hotel operations, reduce single-use plastic waste and help differentiate the property. Call (647) 463-0296 or e-mail natalia@clear.inc for more information.
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