Viden
Velfunderet og forståeligt: alt om EmpCo-direktivet, forbudte begreber og praksis.
Grundlag
Green Claims Directive 2026: What EU Businesses Need to Know Now
"Green Claims Directive" is often used as an umbrella term – but it refers to two different EU initiatives. This overview separates the already-adopted EmpCo Directive (EU) 2024/825 from the separately negotiated Green Claims Directive and explains what is binding from 27 September 2026.
Sustainability Labels under the EmpCo Directive
Not every sustainability label may still be advertised in future. The EmpCo Directive requires a recognised basis. This article explains which labels are risky and what businesses should watch out for.
What Is the EmpCo Directive? An Overview for Businesses
The EmpCo Directive (EU) 2024/825 tightens the rules for environmental advertising. In Germany it applies from 27 September 2026. This overview explains its aim, timeline and the four central prohibitions.
Forbudte begreber
Advertising "CO₂ Neutral": What Is Banned from September 2026
Offsetting-based neutrality claims such as "climate neutral" or "CO₂ neutral" are heavily restricted by the EmpCo Directive. This article explains what becomes risky and which statements remain possible.
These Environmental Advertising Terms Become Risky from 2026
Which environmental advertising terms become particularly risky under the EmpCo Directive (EU) 2024/825 – grouped by risk level: per-se problematic neutrality claims, substantiation-required generic terms and context-dependent statements. Binding in Germany from 27 September 2026.
Generic Environmental Claims: When "Sustainable" and "Eco-Friendly" Are Allowed
Blanket terms such as "sustainable", "eco-friendly" or "green" come under pressure under the EmpCo Directive. This article shows when such claims remain permissible and how to make them verifiable.
"Climate Neutral" from 2026: What Is Still Allowed
Advertising with "climate neutral" or "CO₂ neutral" based on offsetting is heavily restricted by the EmpCo Directive. This article explains which claims are risky and which alternatives remain.
Ret & domme
The 2026 UWG Amendment: New Rules for Environmental Advertising in Germany
The 3rd UWG Amendment Act transposes the EmpCo Directive in Germany. This article explains the changes to Sections 5 and 5a UWG, the new blacklist entries and who can enforce the rules.
Cease-and-Desist for Greenwashing: Risks and Enforcement in Germany
Misleading environmental advertising can trigger a cease-and-desist notice in Germany. This article explains who can act, the role of the EmpCo Directive and why enforcement differs across the EU.
Brancher
Avoiding Greenwashing in Online Shops: A Guide for E-Commerce
Product descriptions, category labels, shipping claims and self-issued eco-labels: where the biggest EmpCo risks sit in an online shop and how to make environmental claims more defensible.
Praksis
EmpCo Checklist: Compliant Environmental Advertising in 7 Steps
A practical 7-step checklist to help businesses prepare their environmental advertising for the EmpCo Directive (EU) 2024/825 – from taking inventory and classifying by risk to regular re-scanning. Binding in Germany from 27 September 2026.