EU rules against greenwashing apply to companies from today

Companies may only use generic environmental claims such as 'eco-friendly' if they can prove recognised environmental performance; climate-neutrality advertising based solely on offsetting and uncertified sustainability labels are banned. Information on durability, reparability and the duration of software updates must also be provided before purchase.

The 'Empowering Consumers for the Green Transition' directive (EmpCo) amends the EU directives on unfair commercial practices and on consumer rights; member states had to transpose it by 27.03.2026, and it applies to companies from 27.09.2026. Banned practices include unsubstantiated generic environmental claims, labels not based on a certification scheme or established by public authorities, claims about the environmental impact of an entire product that only hold for parts of it, and unsubstantiated pledges on future environmental performance. The complementary Green Claims Directive on substantiation is on hold for now (Infozentrum UmweltWirtschaft/Umweltpakt Bayern; second source: ad-hoc-news.de, 11.09.2026).