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New EmpCo Directive: claims on packaging and in advertising under scrutiny

April 17, 2026

Duurzame verpakking

The European EmpCo Directive (EU), part of the Green Deal, aims to better protect consumers and help them make sustainable choices. The basic principle is that consumers must be able to rely on clear, honest and verifiable information, particularly regarding sustainability. The directive tackles misleading practices that undermine sustainable choices. 

Key points: 

1.⁠ ⁠Tackling greenwashing 

Vague environmental terms such as ‘green’, ‘eco’ or ‘environmentally friendly’ are prohibited, unless they are properly substantiated and verifiable by an independent third party. Environmental claims must be based on objective evidence. 

2.⁠ ⁠Stricter rules for sustainability labels 

Only labels from independent assessment bodies, such as certification bodies or government agencies, are permitted. Self-created labels without verification are no longer allowed. 

What does this mean for you? 

The law will come into force on 27 September 2026, and from that date onwards, the regulator will be able to enforce it. From then on, you will only be permitted to make claims about your flowers and/or plants that can be substantiated with concrete, verifiable evidence from third parties.

  • Texts and images such as a flying bee, leaves or ‘greenery’ icons: only use these if the suggestion (e.g. ‘bee-friendly’) is demonstrably accurate and verifiable. 
  • Terms such as “environmentally friendly”, “sustainable”, “green” or “climate-neutral”: use only if you can explain exactly what they mean and substantiate this with evidence. 
  • Certification marks or “proprietary” labels without an independent (third-party) body: not permitted; claims and labels must be independently verifiable. 
  • Legal quality requirements that everyone must meet may not be cited as a distinguishing feature 

 

More information about EmpCo 

Emp­Co stands for Empowering Consumers for the Green Transition and is an EU directive that amends two existing directives: the Unfair Commercial Practices Directive and the Consumer Rights Directive. It was adopted by the Council of the European Union on 20 February 2024 and published in the Official Journal on 6 March 2024 as Directive (EU) 2024/825. From 27 September 2026, businesses must comply with the new rules. 

Read the full directive here.