Horticulture & Flowers: Greenwashing Risk 2026

The horticulture and flower trade are particularly vulnerable to warnings, as consumers increasingly value sustainability and environmental friendliness. At the same time, the products are often complex in their production and supply chain, which offers scope for greenwashing practices. EU Directive 2024/825 (EmpCo) tightens the requirements for transparency and verifiability of environmental claims from 27 September 2026. Claims such as 'organic', 'pesticide-free' or 'sustainable' are particularly critical, as they can be classified as misleading without appropriate certifications or concrete evidence. The BGH judgment (I ZR 98/23) in the Katjes case has shown that the use of terms such as 'climate-neutral' without detailed disclosure of the calculation method and offsetting measures can also have legal consequences. This applies analogously to claims about the carbon footprint of plants and flowers. The EmpCo Directive prohibits generic claims without recognised evidence pursuant to Annex I No. 2 UCPD. This means that horticultural businesses and flower traders must fundamentally rethink their marketing communications and focus on transparent, comprehensible and certified information. Clear labelling with quality marks such as EU organic, Demeter or Naturland is essential to avoid warnings and win consumer trust. Documentation of cultivation methods, the supply chain and the use of plant protection products is also of great importance.