European Union
EU EmpCo rules: why vague “eco-friendly” claims are ending
Directive 2024/825 tightens green claims across the EU from September 2026.
The EU’s Empowering Consumers for the Green Transition Directive (2024/825) updates unfair commercial practices rules so shoppers are not misled by vague environmental marketing.
What changes
- Generic claims such as “eco-friendly”, “green”, or “sustainable” need demonstrable excellent environmental performance (for example EU Ecolabel-class proof) or must be replaced with specific, evidenced claims.
- Product claims of climate neutrality based mainly on offsetting are restricted.
- Sustainability labels that are not based on a recognised certification scheme or public authority face prohibition.
Why it matters for packaging and trims Apparel hangtags, bags, and labels often carry short sustainability slogans. Under EmpCo, those slogans need evidence files: material %, certificate scope, and clear claim wording.
Practical move Replace “eco hangtag” with “GRS-certified recycled cotton paper hangtag (certificate on file)”.
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