EmpCo 2026: New EU rules for climate communication

When you pause briefly in the supermarket to pick up a product, you often decide within seconds whether to put it in your shopping cart. Packaging, colours, and words immediately convey how sustainable a product appears to be. Terms such as “environmentally friendly”, “sustainable”, or “eco-friendly” are quick reference points but empty slogans.

Consumers find it difficult to assess which statements are trustworthy, and which are primarily intended to influence their purchasing decisions. This is where the Empowering Consumers Directive (EmpCo) comes in. It tightens and clarifies existing rules against misleading environmental communication by creating standards across the EU.

The new rules will become binding from 27 September 2026 for all companies operating in the EU; environmental advertising claims may only be used if they comply with the requirements of the directive.

Usage of the ClimatePartner labels will also be adapted to the EmpCo requirements so that companies can continue to communicate their climate action in a legally compliant and credible manner.

Who does the Empowering Consumers Directive apply to?

The directive applies to all companies that market products or services in the EU, regardless of industry and company size, where these products are provided or manufactured, or where the company is based. The only decisive factor is that communication is directed at consumers in the EU market.

Which statements and environmental labels will no longer be permitted in future?

The EmpCo clearly states which forms of climate action communication will be considered misleading in the future, significantly reducing the scope for interpretation that existed previously.

The following are no longer permitted:

• General or vague statements without reliable evidence, e.g. “environmentally friendly production”
• Misleading climate neutrality or compensation claims
• Sustainability labels without independent verification
• Misleading or unsubstantiated statements about reparability or product life, e.g. “highly durable”

What does the EmpCo mean for companies?

Environmental and climate action communication will require more precise wording, verifiable evidence, and transparent processes. Self-defined or non-transparent labels will no longer be permitted under the new rules.

At the same time, credibility will become a clear competitive advantage. Companies that already rely on verified and transparent solutions are better prepared.

What does EmpCo mean for ClimatePartner labels?

ClimatePartner labels will continue to enable legally compliant communication after 27 September 2026 and will fully meet the new EmpCo requirements. This means that companies will still be able to communicate their climate action commitments in a credible, transparent, and legally compliant manner in the future.

For ClimatePartner customers who already use the label, this means that the ClimatePartner certified and Financial climate contribution labels remain valid and will be further developed in line with EmpCo requirements. ClimatePartner supports its customers in making the necessary adjustments so that they can continue to communicate their climate action in a legally compliant manner.

The main changes concern additional assessment requirements, like the introduction of independent third-party verification, as required by the Directive.

Why EmpCo is an opportunity

The Empowering Consumers Directive ensures that environmental and climate claims will be clear, comparable, and verifiable in the future. For consumers, this means better guidance. For businesses, it creates a uniform set of rules.

In a market where credibility is becoming increasingly important, those who can provide transparent and reliable evidence for their claims will gain the upper hand, so that consumers can trust what is written on a product and how it is advertised when shopping.