EmpCo stands for “Empowering Consumers for the Green Transition” — EU Directive 2024/825 is the most important new advertising law for environmental claims. From 27 September 2026 it bans blanket terms such as “climate-neutral”, “environmentally friendly” or “sustainable” without concrete substantiation on the advertising material.
Last update: 26 May 2026
EmpCo intervenes in four areas. Three of them are prohibited per se — with no leeway. The fourth permits future commitments only under strict conditions.
Terms such as “environmentally friendly”, “sustainable” or “green” are prohibited without substantiation backed by concrete evidence on the same web page.
Statements such as “climate-neutral” or “CO₂-neutral” that rely solely on offsetting payments are prohibited per se as misleading.
Manufacturers may no longer use in-house labels that suggest a third-party certificate. Only labels accredited by independent bodies are permitted.
Advertising with targets such as “climate-neutral by 2030” is only permissible if a verifiable, external implementation plan exists.
EmpCo applies to every form of consumer advertising in the EU — regardless of company size. The following channels and touchpoints are affected:
Ban on blanket environmental claims, self-labels and offsetting claims
In force since 26/03/2024, application from 27/09/2026
Prior verification of environmental claims by accredited third parties
In trilogue, expected to enter into force in 2027
General clause against misleading advertising — already in force today
Being extended by EmpCo (UWG §§ 5, 5a, 5b)
EmpCo is the abbreviation for “Empowering Consumers for the Green Transition” — an EU directive intended to protect consumers from misleading environmental advertising and to strengthen their informed purchasing decisions.
The directive has been in force since 26 March 2024. The national implementing laws (amendment of the UWG) must be enacted by 27 March 2026, and the provisions apply from 27 September 2026 to all advertising practice.
Yes. The directive does not distinguish by company size. As soon as a business advertises to consumers (B2C), it is affected — from the small retailer to the large corporation.
EmpCo prohibits specific misleading claims and is already in force. The Green Claims Directive (in preparation) supplements this with an obligation for prior verification by independent bodies — it is expected to follow in 2027.
Blanket terms without evidence on the same web page are prohibited: “environmentally friendly”, “sustainable”, “green”, “climate-neutral”, “ecological”, “organic” (outside the food context) and similar generic claims.
In Germany, the competition associations (Wettbewerbszentralen), consumer protection associations, competitors and the market surveillance authorities are responsible. Infringements can be pursued by way of a warning letter (Abmahnung), interim injunction or official fine proceedings.
The full breakdown with timeline, obligations and sanctions.
How Germany transposes the EmpCo Directive into national law.
More than 40 terms that will no longer be permitted in advertising from 2026.
Check your website for EmpCo infringements free of charge.
