EU Directive Strengthens Rules on Environmental Claims

Malmö, Sweden – The European Union's Empowering Consumers for the Green Transition (EmpCo) Directive, set to apply from September 27, 2026, will mandate that companies substantiate any environmental claims made to consumers with clear, specific, and credible evidence. Duni Group has welcomed the directive, stating it enhances transparency and trust in sustainability communication.

The directive aims to bolster existing consumer protection laws by targeting misleading environmental claims and unreliable sustainability labels. Vague terms like "green" or "eco-friendly" will require substantiation based on recognized environmental performance. This move is intended to reduce greenwashing and encourage more responsible corporate communication.

For businesses, the EmpCo Directive establishes a higher baseline for environmental claims. Companies will need to link their claims to specific products, packaging, or materials, supported by verified improvements. The directive also restricts the use of self-created sustainability labels that may imply independent verification.

Erik Lindroth, Sustainability Director at Duni Group, commented that the directive fosters greater transparency and comparability, ultimately building consumer trust. While acknowledging potential complexities in national implementation, Lindroth stated Duni Group has spent the past three years preparing for such regulations and is equipped to continue communicating its sustainability efforts credibly.