The EU’s Green Claims Directive was intended to prevent greenwashing 🚫 and make environmental claims such as “climate neutral” or “environmentally friendly” clearer and more transparent. A testing mechanism was planned that would make scientifically sound and verified claims mandatory. However, the project is shaky – bureaucratic hurdles and political resistance are jeopardising its implementation. However, this does not mean the all-clear for marketing ⚠️: vague sustainability promises are already legally risky.
With the EmpCo Directive already in force, there are binding rules that make greenwashing much more difficult. In future, the decisive factor will no longer be whether sustainability is communicated – but how. 🧠💬 📜 The EmpCo Directive is already binding – and is fundamentally changing marketing The EmpCo Directive (EU 2024/825) has been in force since March 2024 – it must be transposed into national law by 2026 at the latest. It tightens existing regulations: Terms such as “climate-neutral”, “natural” or “sustainable” may only be used if they are transparent, comprehensible and verifiable. 🔍📊 Even partial statements, for example on packaging or transport, may not be generalised. A recycled label does not make a product “environmentally friendly”. ♻️❗
Marketing teams must in future: -provide concrete data (e.g. CO₂ balance sheet, life cycle analysis) 📈 -disclose and explain certificates and labels 📑 -clearly define terms and provide methodological evidence 🔬 🚦What this means in practice Whether the Green Claims Directive is still to come remains to be seen. But one thing is clear: the days of vague environmental promises are over. 🌱❌
Anyone who advertises in the area of sustainability today must:
✅ Provide facts instead of empty phrases
✅ Create trust through transparency
✅ Avoid legal pitfalls
Credibility is becoming the strongest currency in marketing. 💬 Those who invest in clear, verifiable communication now can set themselves apart from the competition in the long term – and gain the trust of their target group. 🙌📢
