{"id":8807,"date":"2025-09-17T10:42:59","date_gmt":"2025-09-17T08:42:59","guid":{"rendered":"https:\/\/csr-tools.com\/uncategorized\/empco-directive-everything-you-need-to-know-now\/"},"modified":"2025-10-13T14:38:50","modified_gmt":"2025-10-13T12:38:50","slug":"empco-directive-everything-you-need-to-know-now","status":"publish","type":"post","link":"https:\/\/csr-tools.eu\/en\/blog-en\/empco-directive-everything-you-need-to-know-now\/","title":{"rendered":"EmpCo Directive: Everything You Need to Know Now"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"8807\" class=\"elementor elementor-8807 elementor-8765\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4510cdd e-flex e-con-boxed e-con e-parent\" data-id=\"4510cdd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-53350fb elementor-widget elementor-widget-text-editor\" data-id=\"53350fb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Sustainability promises in communication and advertising are facing a transformation: With the <strong data-start=\"1057\" data-end=\"1114\">Empowering Consumers for the Green Transition (EmpCo)<\/strong> Directive, the EU is drawing a sharp sword against greenwashing. The EmpCo Directive has been in force across the EU since March 2024 and must be transposed into national law by 2026. Small and medium-sized enterprises (SMEs) in particular should not underestimate the scope of these new rules. The EmpCo aims to empower consumers by <em data-start=\"1527\" data-end=\"1632\">prohibiting misleading environmental and sustainability claims and promoting informed purchasing decisions.<\/em> In the future, companies may only make &#8220;green&#8221; promises if they are <strong data-start=\"1746\" data-end=\"1784\">clear, comprehensible, and verifiable<\/strong>.   <\/p><p>We show what specific requirements the EmpCo Directive entails, how it differs from the Act Against Unfair Competition (UWG) and the planned <a href=\"https:\/\/csr-tools.com\/en\/blog-en\/green-claims-checklist-for-avoiding-greenwashing\/\">Green Claims Directive<\/a>, which typical <a href=\"https:\/\/csr-tools.com\/en\/blog-en\/errors-in-sustainability-communication\/\">errors in sustainability communication<\/a> are now becoming dangerous, and, most importantly, how SMEs can now prepare their communication for the new rules.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3967a98 e-flex e-con-boxed e-con e-parent\" data-id=\"3967a98\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9f57a3c elementor-widget elementor-widget-heading\" data-id=\"9f57a3c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">EmpCo Policy in brief:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d457371 elementor-widget elementor-widget-text-editor\" data-id=\"d457371\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong data-start=\"29\" data-end=\"47\">What is EmpCo?<\/strong> EU directive against misleading &#8220;Green Claims&#8221;, implemented in Germany via <strong data-start=\"117\" data-end=\"135\">UWG amendments<\/strong>.<\/p><p><strong data-start=\"162\" data-end=\"181\">When does it apply?<\/strong> <strong data-start=\"182\" data-end=\"196\">27.09.2026<\/strong><\/p><p><strong data-start=\"264\" data-end=\"289\">Core rules for environmental claims:<\/strong><\/p><ul><li><strong data-start=\"294\" data-end=\"317\">Generic terms<\/strong> (&#8216;eco-friendly&#8217;, &#8216;sustainable&#8217;, etc.) only permissible <strong data-start=\"372\" data-end=\"401\">if clearly specified on the same medium<\/strong> <strong data-start=\"412\" data-end=\"428\" data-is-only-node=\"\"> <strong data-start=\"429\" data-end=\"437\">or<\/strong> based on <strong data-start=\"442\" data-end=\"487\">recognized excellent environmental performance<\/strong>\/<strong data-start=\"488\" data-end=\"507\">valid certification<\/strong>.<\/strong><\/li><li><strong data-start=\"522\" data-end=\"539\">Certifications\/Labels<\/strong> only if <strong data-start=\"550\" data-end=\"563\">state-approved<\/strong> or with a <strong data-start=\"573\" data-end=\"625\" data-is-only-node=\"\">certification system &amp; independent monitoring<\/strong>. Pure self-issued labels without a system: <strong data-start=\"659\" data-end=\"673\">impermissible<\/strong>. <\/li><li><strong data-start=\"679\" data-end=\"728\">&#8216;Climate-neutral&#8217; product claims through offsetting<\/strong>: <strong data-start=\"730\" data-end=\"742\">prohibited<\/strong>. Compensation may only be communicated <strong data-start=\"766\" data-end=\"781\" data-is-only-node=\"\">transparently<\/strong> as a commitment \u2013 <strong data-start=\"819\" data-end=\"827\">without<\/strong> attributing neutrality to the <strong data-start=\"832\" data-end=\"843\">product<\/strong>. <\/li><li><strong data-start=\"875\" data-end=\"898\">Forward-looking claims<\/strong> (e.g., &#8216;climate-neutral by 2030&#8217;) only with a <strong data-start=\"939\" data-end=\"979\">published, detailed plan<\/strong> (measurable interim targets, <strong data-start=\"1005\" data-end=\"1019\" data-is-only-node=\"\">resources<\/strong>), <strong data-start=\"1022\" data-end=\"1068\">regular independent external audits<\/strong> and <strong data-start=\"1073\" data-end=\"1101\">accessible results<\/strong>.<\/li><li><strong data-start=\"1107\" data-end=\"1132\">No &#8216;cherry-picking&#8217;<\/strong>: Overall statements <strong data-start=\"1150\" data-end=\"1157\">only<\/strong> if they apply <strong data-start=\"1168\" data-end=\"1185\" data-is-only-node=\"\">to the whole<\/strong>; otherwise, clearly state the <strong data-start=\"1200\" data-end=\"1214\">relevant part<\/strong> (e.g., &#8216;packaging&#8217;).<\/li><li><strong data-start=\"1253\" data-end=\"1278\">Planned obsolescence practices<\/strong> prohibited: e.g., <strong data-start=\"1295\" data-end=\"1326\">false durability claims<\/strong>, <strong data-start=\"1328\" data-end=\"1354\" data-is-only-node=\"\">illusory repairability<\/strong>, <strong data-start=\"1356\" data-end=\"1393\">premature replacement prompts<\/strong>, <strong data-start=\"1395\" data-end=\"1427\">misleading update statements<\/strong>.<\/li><li><strong data-start=\"1433\" data-end=\"1482\">Irrelevant benefits\/obvious facts<\/strong> (e.g., legal obligations as a USP) are considered <strong data-start=\"1528\" data-end=\"1540\">unfair<\/strong>.<\/li><\/ul><p><strong data-start=\"1774\" data-end=\"1811\">What companies should do now:<\/strong><\/p><ul><li><strong data-start=\"1817\" data-end=\"1835\">Claim inventory<\/strong>: collect all environmental claims, check <strong data-start=\"1867\" data-end=\"1902\">specification on the same medium<\/strong>.<\/li><li><strong data-start=\"1918\" data-end=\"1936\">Secure evidence<\/strong>: data, studies, certificates; if necessary, <strong data-start=\"1972\" data-end=\"1997\">external verification<\/strong>.<\/li><li><strong data-start=\"2006\" data-end=\"2026\">Adjust wording<\/strong>: no offsetting neutrality, name <strong data-start=\"2058\" data-end=\"2073\">relevant parts<\/strong>.<\/li><li><strong data-start=\"2089\" data-end=\"2108\">Label strategy<\/strong>: remove self-issued labels without a system; use <strong data-start=\"2146\" data-end=\"2167\">recognized labels<\/strong>.<\/li><li>Establish <strong data-start=\"2183\" data-end=\"2202\">approval process<\/strong> (<strong data-start=\"2214\" data-end=\"2252\">Marketing \u00d7 Sustainability \u00d7 Legal<\/strong>) and regular <strong data-start=\"2270\" data-end=\"2281\" data-is-only-node=\"\">reviews<\/strong>.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d67e610 e-flex e-con-boxed e-con e-parent\" data-id=\"d67e610\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-aa59e34 elementor-widget elementor-widget-heading\" data-id=\"aa59e34\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">1. Purpose: Empowering Consumers and Stopping Greenwashing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5258d28 elementor-widget elementor-widget-text-editor\" data-id=\"5258d28\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The official name of the EmpCo Directive (&#8220;Directive on Empowering Consumers for the Green Transition&#8221;) already reveals its goal: <strong data-start=\"2358\" data-end=\"2479\">Consumers are to be empowered to make more sustainable purchasing decisions and protected from misleading environmental advertising<\/strong>. The EmpCo is part of the EU Green Deal and responds to a market flooded with vague and hardly <span style=\"font-size: 1rem;\">verifiable <\/span><span style=\"font-style: inherit; font-weight: inherit;\">sustainability claims (<\/span><strong style=\"font-style: inherit;\" data-start=\"2606\" data-end=\"2622\">Green Claims) <\/strong><span style=\"font-style: inherit;\" data-start=\"2606\" data-end=\"2622\">as well as<\/span> <span style=\"font-style: inherit; font-weight: inherit;\"> homemade eco-labels. New transparency and information obligations aim to build trust and   <\/span><em style=\"font-weight: inherit;\" data-start=\"2870\" data-end=\"2927\">&#8220;practices that hinder sustainable consumption&#8221;<\/em><span style=\"font-style: inherit; font-weight: inherit;\"> are to be stopped.<\/span><\/p><p>In short: The EU wants to make real ecological progress visible and <strong data-start=\"3075\" data-end=\"3160\">consistently penalize corporate &#8220;greenwashing&#8221; as well as &#8220;social washing&#8221;<\/strong>. For companies, this initially means &#8211; in addition to <a href=\"https:\/\/csr-tools.com\/en\/csrd\/\">CSRD<\/a>, <a href=\"https:\/\/csr-tools.com\/en\/esrs\/\">ESRS<\/a>, CSDDD and co. &#8211; even more regulation, but ultimately also fairer competitive conditions and more credibility in <a href=\"https:\/\/csr-tools.com\/en\/blog-en\/sustainability-communication-overview-from-obligation-to-opportunity\/\">sustainability communication<\/a>. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-139e785 e-flex e-con-boxed e-con e-parent\" data-id=\"139e785\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9640a06 elementor-widget elementor-widget-heading\" data-id=\"9640a06\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2. Strict Requirements for Green Claims: What the EmpCo Policy Regulates<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3f76113 elementor-widget elementor-widget-text-editor\" data-id=\"3f76113\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The EmpCo Directive introduces <strong data-start=\"3452\" data-end=\"3486\">specific prohibitions and obligations<\/strong> for environmental advertising claims that go beyond existing unfair competition law. These <a href=\"https:\/\/commission.europa.eu\/publications\/proposal-directive-empowering-consumers-green-transition-and-annex_de\" target=\"_blank\" rel=\"noopener\">regulatory requirements<\/a> will be implemented in Germany primarily through amendments to the Act Against Unfair Competition (UWG). Here is an overview of the most important new rules:  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-47945c1 elementor-widget elementor-widget-heading\" data-id=\"47945c1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2.1 Prohibition of Vague Environmental Terms<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f164f3c elementor-widget elementor-widget-text-editor\" data-id=\"f164f3c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong data-start=\"3814\" data-end=\"3841\">General keywords<\/strong> such as <em data-start=\"3846\" data-end=\"3961\">&#8216;eco-friendly&#8217;, &#8216;environmentally sound&#8217;, &#8216;green&#8217;, &#8216;ecological&#8217;, &#8216;climate-friendly&#8217;, &#8216;environmentally compatible&#8217;, &#8216;CO\u2082-neutral&#8217;<\/em> or <em data-start=\"3967\" data-end=\"3990\">&#8216;biodegradable&#8217;<\/em> may <strong data-start=\"4025\" data-end=\"4063\">no longer be used without comment<\/strong> from the entry into force of EmpCo. Such blanket claims are only permissible if <em data-start=\"4205\" data-end=\"4215\">either<\/em> a <strong data-start=\"4221\" data-end=\"4264\">recognized excellent environmental performance<\/strong> within the meaning of the directive exists <em data-start=\"4298\" data-end=\"4304\">or<\/em> the statement is <strong data-start=\"4317\" data-end=\"4351\">clearly and explicitly specified<\/strong> (e.g., directly on the product packaging). <\/p><p><strong data-start=\"4476\" data-end=\"4489\">Example:<\/strong> A mere &#8220;sustainable&#8221; on packaging will be prohibited unless it <strong data-start=\"4563\" data-end=\"4591\">can be proven<\/strong> that the product is exceptionally environmentally friendly. Thus, not every green phrase is automatically prohibited, but it is only allowed if its <em data-start=\"4766\" data-end=\"4853\">substantive content is immediately recognizable to consumers and scientifically substantiated<\/em>. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8c36f24 e-flex e-con-boxed e-con e-parent\" data-id=\"8c36f24\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-11aa04b elementor-widget elementor-widget-heading\" data-id=\"11aa04b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2.2 Obligation to Substantiate Environmental Claims<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0994c34 elementor-widget elementor-widget-text-editor\" data-id=\"0994c34\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong data-start=\"4941\" data-end=\"5025\">In the future, sustainability claims must be supported by robust evidence<\/strong>. This means companies need <strong data-start=\"5059\" data-end=\"5103\">hard data, facts, and, if applicable, certificates<\/strong> to substantiate their green claims. The EmpCo Directive mandates a <em data-start=\"5241\" data-end=\"5271\">uniform definition of terms<\/em>: An <strong data-start=\"5282\" data-end=\"5301\">&#8220;environmental claim&#8221;<\/strong> is any voluntary statement in communication \u2013 whether text, image, label, brand, or company name \u2013 that expresses or implies that a product, brand, or the company as a whole has positive or reduced environmental impacts. Such statements <strong data-start=\"5636\" data-end=\"5671\">must not be misleading<\/strong>. Specifically, the <em data-start=\"5698\" data-end=\"5722\">essential characteristics<\/em> of a product, about which no deception is allowed, now also include everything relevant to sustainability \u2013 from <em data-start=\"5823\" data-end=\"5840\">composition<\/em> to <em data-start=\"5846\" data-end=\"5883\">&#8220;ecological or social characteristics&#8221;<\/em> to <em data-start=\"5891\" data-end=\"5916\">&#8220;circularity aspects&#8221;<\/em> such as durability, reparability, or recyclability. <strong data-start=\"6014\" data-end=\"6025\">In short:<\/strong> Anyone advertising with green promises must be able to <strong data-start=\"6069\" data-end=\"6111\">substantiate them completely and truthfully<\/strong>, otherwise there is a risk of misleading consumers in the sense of the UWG.    <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7d46adb elementor-widget elementor-widget-heading\" data-id=\"7d46adb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2.3 \"Cherry-Picking\" is Prohibited<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e70238e elementor-widget elementor-widget-text-editor\" data-id=\"e70238e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>It is expressly <strong data-start=\"6228\" data-end=\"6240\">prohibited<\/strong> to make an <strong data-start=\"6247\" data-end=\"6310\">environmental claim about a product or the entire company<\/strong> if it actually applies <strong data-start=\"6350\" data-end=\"6378\">only to a partial aspect<\/strong>. This practice, such as highlighting individual positive environmental attributes while ignoring the rest, is a common greenwashing trick (keyword: <em data-start=\"6636\" data-end=\"6654\">&#8220;cherry-picking&#8221;<\/em>). <\/p><p><strong data-start=\"6696\" data-end=\"6709\">Example:<\/strong> A manufacturer heavily advertises their item as <em data-start=\"6757\" data-end=\"6794\">&#8220;made with recycled material,&#8221;<\/em> even though only the <strong data-start=\"6823\" data-end=\"6837\">packaging<\/strong> actually consists of recycled material. This will be impermissible in the future. Companies may not deceive consumers with clever partial truths about a product&#8217;s <strong data-start=\"7023\" data-end=\"7045\">overall environmental profile<\/strong>.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-16a9288 elementor-widget elementor-widget-heading\" data-id=\"16a9288\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2.4 No Own Eco-Labels Without Genuine Certification<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb0ddfe elementor-widget elementor-widget-text-editor\" data-id=\"fb0ddfe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The flood of colorful environmental and sustainability labels will be curbed. <strong data-start=\"7201\" data-end=\"7227\">Self-created labels<\/strong> by a company will be <strong data-start=\"7325\" data-end=\"7337\">prohibited<\/strong> in the future, unless an <strong data-start=\"7351\" data-end=\"7389\">independent certification system<\/strong> stands behind them. Self-created labels are <strong data-start=\"1407\" data-end=\"1423\">only permissible<\/strong> if they are based on a <strong data-start=\"1444\" data-end=\"1498\">certification system with independent monitoring<\/strong>; <strong data-start=\"1508\" data-end=\"1516\">without<\/strong> such a system or without <strong data-start=\"1542\" data-end=\"1568\">state regulation<\/strong>, their application is <strong data-start=\"1587\" data-end=\"1608\">per se impermissible<\/strong>. SMEs should therefore review their label strategy: <strong data-start=\"7818\" data-end=\"7837\">self-praise labels<\/strong> must either be replaced by genuine certifications or abolished.    <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5f248a7 elementor-widget elementor-widget-heading\" data-id=\"5f248a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2.5 No Climate Neutrality Claims Through Offsetting<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d1f18d elementor-widget elementor-widget-text-editor\" data-id=\"2d1f18d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The EmpCo Directive makes it clear that <strong data-start=\"8213\" data-end=\"8275\">CO\u2082 offsetting is not a free pass for climate promises<\/strong>. <strong data-start=\"8281\" data-end=\"8369\">Advertising that a product is &#8220;climate-neutral,&#8221; &#8220;CO\u2082-neutral,&#8221; or even &#8220;climate-positive&#8221;<\/strong> will be <strong data-start=\"8386\" data-end=\"8405\">per se unfair<\/strong> in the future <strong data-start=\"8407\" data-end=\"8442\">if it relies solely on offsets<\/strong>. Companies may therefore no longer create the impression that their products have no climate impact simply because emissions have been retrospectively offset through certificates. Such statements are only permissible if the product&#8217;s <strong data-start=\"8756\" data-end=\"8780\">entire life cycle<\/strong> has actually been designed to be climate-neutral, which is difficult to achieve in reality. This prohibition forces companies to focus more on <strong data-start=\"9393\" data-end=\"9444\">actual emission avoidance and reduction<\/strong>, rather than relying solely on offsetting measures.   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8e30cb5 e-flex e-con-boxed e-con e-parent\" data-id=\"8e30cb5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0143f9c elementor-widget elementor-widget-heading\" data-id=\"0143f9c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2.6 Stricter Requirements for Future-Oriented Claims<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2bfc1c1 elementor-widget elementor-widget-text-editor\" data-id=\"2bfc1c1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Future-related environmental claims<\/strong> such as <em data-start=\"9615\" data-end=\"9640\">&#8216;climate-neutral by 2030&#8217;<\/em> or <em data-start=\"9646\" data-end=\"9675\">&#8216;100% plastic-free by 2025&#8217;<\/em> are considered misleading according to the new UWG draft, <em data-start=\"9859\" data-end=\"9865\">if<\/em> made <strong data-start=\"9870\" data-end=\"9915\">without a clear, objective, and verifiable<\/strong> implementation plan. Companies communicating climate-related goals or similar future promises <strong data-start=\"10086\" data-end=\"10096\">must<\/strong> in the future disclose a <strong data-start=\"10111\" data-end=\"10166\">detailed roadmap with measurable interim targets<\/strong>, which is regularly audited by independent experts. Otherwise, such announcements are impermissible. This change aims to prevent <em data-start=\"10590\" data-end=\"10612\">empty PR promises<\/em> and ensure that statements about future sustainability performance are genuine and verifiable.   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d0c731d e-flex e-con-boxed e-con e-parent\" data-id=\"d0c731d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3330e42 elementor-widget elementor-widget-heading\" data-id=\"3330e42\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2.7 Transparency in Durability and Reparability<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6548c3d elementor-widget elementor-widget-text-editor\" data-id=\"6548c3d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The EmpCo Directive <strong data-start=\"10805\" data-end=\"10866\">also extends consumer protection to product information<\/strong> on longevity. In the future, companies may only make <strong data-start=\"10917\" data-end=\"10941\">durability claims<\/strong> (e.g., <em data-start=\"10949\" data-end=\"10966\">&#8220;lasts 20 years&#8221;<\/em>) <strong data-start=\"10968\" data-end=\"11068\">if these are truly realistic and verifiable under normal conditions of use<\/strong>. A promise like &#8220;Our washing machine can handle 5,000 wash cycles&#8221; would be impermissible if this performance was only achieved in the laboratory.  <\/p><p>The same applies to <strong data-start=\"11302\" data-end=\"11333\">reparability claims<\/strong>: Advertising a product as &#8220;repair-friendly&#8221; is prohibited if it falls short in reality, for example, because spare parts are not available or special tools would be required. The directive aims to protect consumers from false expectations and reward genuine product longevity. <\/p><p>Manufacturers must also <em data-start=\"11694\" data-end=\"11704\">proactively<\/em> indicate how long updates (e.g., for software) will be offered and what repair options the products provide. This information should be provided <strong data-start=\"11891\" data-end=\"11908\">clearly visible<\/strong>, e.g., on packaging. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e880826 elementor-widget elementor-widget-heading\" data-id=\"e880826\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2.8 No Artificial Shortening of Service Life<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2899693 elementor-widget elementor-widget-text-editor\" data-id=\"2899693\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A practical detail of the EmpCo rules: It will be prohibited to urge consumers to replace <em data-start=\"12131\" data-end=\"12145\">unnecessarily early<\/em> <strong data-start=\"12164\" data-end=\"12189\">consumables<\/strong>. For example, well-known cases where printers demand ink cartridge replacement very early, even though ink is still present, will be considered an unfair practice in the future. Such tricks, intended to lead to <strong data-start=\"12463\" data-end=\"12478\">more waste<\/strong> and revenue, contradict the idea of sustainability and will be prohibited. Companies must therefore check their products and instructions to see if they encourage wasteful replacement anywhere.   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dc14d3a elementor-widget elementor-widget-heading\" data-id=\"dc14d3a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2.9 Irrelevant Benefits &amp; \"Obvious Facts\"<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f1017a9 elementor-widget elementor-widget-text-editor\" data-id=\"f1017a9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Some &#8220;green&#8221; statements sound good, but they don&#8217;t provide real added value to customers or merely describe what <strong data-start=\"193\" data-end=\"230\">is already legally required<\/strong>. Precisely this will be considered <strong data-start=\"263\" data-end=\"275\">unfair<\/strong> in the future. Typical examples include &#8220;X-free&#8221; claims when <strong data-start=\"312\" data-end=\"334\">X is already prohibited<\/strong>, or highlighting <strong data-start=\"365\" data-end=\"385\">minimum standards<\/strong> as a special feature. Common examples: <strong data-start=\"456\" data-end=\"471\">&#8220;CFC-free&#8221;<\/strong> for sprays\/aerosols (forbidden for years) or <strong data-start=\"519\" data-end=\"541\">&#8220;Cruelty-free&#8221;<\/strong> for cosmetics in the EU (not allowed anyway).   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cf11026 e-flex e-con-boxed e-con e-parent\" data-id=\"cf11026\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0249c96 elementor-widget elementor-widget-heading\" data-id=\"0249c96\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Conclusion of these new requirements<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f43e227 elementor-widget elementor-widget-text-editor\" data-id=\"f43e227\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The EmpCo Directive and its implementation in the UWG compel companies to examine <strong data-start=\"13505\" data-end=\"13566\">every green advertising promise for honesty and relevance<\/strong>. Anyone who continues to advertise with vague eco-messages or self-invented labels risks warnings, fines, and a massive loss of customer trust from 2026 onwards. <\/p><p>The good news, however, is: <strong data-start=\"13879\" data-end=\"13917\">Sustainable advertising remains possible<\/strong>, provided it is <em data-start=\"13930\" data-end=\"13971\">transparent, specific, and truthful<\/em>. Companies can and should continue to highlight environmental benefits, but <strong data-start=\"14139\" data-end=\"14160\">without greenwashing<\/strong>, and instead with verifiable facts. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9b9380a e-flex e-con-boxed e-con e-parent\" data-id=\"9b9380a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a35df6a elementor-widget elementor-widget-html\" data-id=\"a35df6a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<style>.csrd-widget {\n    display: flex;\n    justify-content: space-between;\n    padding: 10px;\n    background-color: #27963C;\n    color: #fff;\n    border-radius: 10px;\n  }\n\n  .csrd-widget-content {\n    width: 60%;\n    padding: 20px;\n  }\n\n  .csrd-widget-content h2 {\n    color: #fff;\n    font-size: 32px;\n  }\n\n  .csrd-widget-image {\n    width: 40%;\n    padding: 10px;\n    display: flex;\n    align-items: center; \/* Damit das Bild vertikal zentriert wird *\/\n  }\n\n  .csrd-widget-image img {\n      max-height: 100%;\n      width: calc(100%); \/* Ber\u00fccksichtigt den 5px Padding auf jeder Seite *\/\n    border-radius: 10px;\n  }\n\n  .csrd-button {\n    padding: 10px 20px;\n    background-color: #fff;\n    color: #000;\n    border: none;\n    cursor: pointer;\n    border-radius: 5px;\n    margin-top: 15px;\n    text-decoration: none;\n  }\n\n  @media (max-width: 768px) {\n    .csrd-widget {\n      flex-direction: column;\n    }\n\n    .csrd-widget-content, .csrd-widget-image {\n      width: 100%;\n      padding: 10px;\n    }\n    \n    .csrd-widget-image {\n    order: -1; \/* Das Bild wird an den Anfang gesetzt *\/\n    }\n  }\n<\/style><div class=\"csrd-widget\"><div class=\"csrd-widget-content\"><h2>EmpCo-Checkliste<\/h2><p>Mit unserer kostenlosen EmpCo-Checkliste pr\u00fcfst du in wenigen Minuten, ob deine Umwelt- und Nachhaltigkeitsaussagen den Anforderungen der EmpCo entsprechen. Die Checkliste f\u00fchrt dich Schritt f\u00fcr Schritt durch alle zentralen Pr\u00fcfpunkte, von klaren Begriffen \u00fcber anerkannte Siegel bis hin zu Zukunftsversprechen und Haltbarkeitsaussagen.<\/p><a href=\"https:\/\/csr-tools.lemonsqueezy.com\/buy\/683085d2-8448-4b90-be68-0e8c32413b05\" class=\"csrd-button\">Hier kostenlos downloaden<\/a><\/div><div class=\"csrd-widget-image\"><img decoding=\"async\" src=\"https:\/\/csr-tools.com\/wp-content\/uploads\/EmpCo-Checkliste-Coverbild.png\"><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-baffe11 e-flex e-con-boxed e-con e-parent\" data-id=\"baffe11\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1550c4d elementor-widget elementor-widget-heading\" data-id=\"1550c4d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">3. EmpCo Directive vs. UWG vs. Green Claims Directive: How Do the Laws Interact?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b37dbc elementor-widget elementor-widget-text-editor\" data-id=\"9b37dbc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Many companies are wondering how the EmpCo Directive fits into the existing regulatory framework, especially in relation to the German Act Against Unfair Competition (UWG) and the separately planned <strong data-start=\"14470\" data-end=\"14502\">Green Claims Directive (GCD)<\/strong> of the EU.<\/p><p>In short: <strong data-start=\"14524\" data-end=\"14618\">EmpCo and UWG merge, the Green Claims Directive completes the picture <\/strong><span data-start=\"14524\" data-end=\"14618\">(if it comes).<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b3e90f9 elementor-widget elementor-widget-heading\" data-id=\"b3e90f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">3.1 UWG and EmpCo<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-272fbec elementor-widget elementor-widget-text-editor\" data-id=\"272fbec\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Even under the current UWG, environmental advertising claims are impermissible if they are <em data-start=\"14724\" data-end=\"14737\">misleading<\/em> or <em data-start=\"14748\" data-end=\"14788\">withhold essential information<\/em>. Until now, lawsuits against greenwashing were mostly based on the UWG. For example, the Federal Court of Justice (BGH) has ruled that the term &#8220;climate-neutral&#8221; as a product characteristic must be explained concretely and unambiguously so as not to mislead.  <\/p><p><strong data-start=\"15055\" data-end=\"15177\">The EmpCo Directive now explicitly specifies these general principles of fair competition for sustainability claims<\/strong>. It will be transposed into German law by March 2026 \u2013 specifically <strong data-start=\"15242\" data-end=\"15269\">through amendments to the UWG<\/strong>. The <strong>federal government&#8217;s draft bill<\/strong> has finally been presented since early September 2025. In practice, this means: The UWG will in the future contain defined terms (e.g., <em data-start=\"15581\" data-end=\"15598\">&#8220;environmental claim,&#8221;<\/em> <em data-start=\"15600\" data-end=\"15628\">&#8220;general environmental claim,&#8221;<\/em> <em data-start=\"15630\" data-end=\"15655\">&#8220;sustainability label&#8221;<\/em>) and an expanded <em data-start=\"15677\" data-end=\"15695\">&#8220;black list&#8221;<\/em> of unfair commercial practices, in which the prohibitions described above (vague claims, own labels, etc.) are enshrined.  <\/p><p><strong data-start=\"15900\" data-end=\"15942\">EmpCo and UWG thus work hand in hand<\/strong>: The UWG already provides the framework (misleading information and information obligations), and the EmpCo rules specifically tailor this framework to sustainability communication.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ab04952 e-flex e-con-boxed e-con e-parent\" data-id=\"ab04952\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-21736b2 elementor-widget elementor-widget-heading\" data-id=\"21736b2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">3.2 EmpCo vs. Green Claims Directive<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8173171 elementor-widget elementor-widget-text-editor\" data-id=\"8173171\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>At first glance, the EmpCo Directive and the planned <strong data-start=\"16220\" data-end=\"16246\">Green Claims Directive<\/strong> are similar: both aim for more reliable environmental information and less greenwashing. <strong data-start=\"16330\" data-end=\"16379\">The decisive difference lies in the approach.<\/strong> The <strong data-start=\"16424\" data-end=\"16499\">EmpCo Directive focuses on prohibitions and general information obligations<\/strong>, while the <strong data-start=\"16513\" data-end=\"16545\">Green Claims Directive (GCD)<\/strong> specifically provides <strong data-start=\"16559\" data-end=\"16611\">detailed requirements for voluntary environmental claims<\/strong>.<\/p><p>The EmpCo Directive has already been adopted and <strong data-start=\"16653\" data-end=\"16699\">must be transposed into national law by March 27, 2026<\/strong>, becoming binding from September 2026. The GCD, however, as of 2025, is <strong data-start=\"16860\" data-end=\"16892\">still in the legislative process<\/strong> and could even be completely scrapped. <\/p><p><strong data-start=\"16973\" data-end=\"16985\">Content:<\/strong> EmpCo prohibits, for example, <strong data-start=\"17008\" data-end=\"17076\">vague terms, self-made labels, and compensation claims<\/strong> and extends the UWG with corresponding clauses. It also obliges companies to provide <em data-start=\"17216\" data-end=\"17274\">certain sustainability information easily accessible<\/em> in advertising (e.g., durability statements on the product). The GCD, on the other hand, would have primarily introduced that <strong data-start=\"17436\" data-end=\"17509\">every voluntary environmental claim must be preceded by a standardized <em data-start=\"17492\" data-end=\"17507\">pre-assessment<\/em><\/strong> by independent bodies, including <em data-start=\"17564\" data-end=\"17587\">life cycle analyses<\/em> and a uniform verification methodology.  <\/p><p>It can be said: <strong data-start=\"17680\" data-end=\"17854\">EmpCo sets the broad framework (what may no longer be said and what information must be disclosed), while the GCD was intended to delve deep into the <em data-start=\"17823\" data-end=\"17828\">how<\/em> of substantiation<\/strong> (i.e., how a permissible green claim is to be scientifically supported).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f4a9637 e-flex e-con-boxed e-con e-parent\" data-id=\"f4a9637\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-be7b549 elementor-widget elementor-widget-heading\" data-id=\"be7b549\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">3.3 Complementary Rather Than Redundant<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1fc274b elementor-widget elementor-widget-text-editor\" data-id=\"1fc274b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The EmpCo Directive and the GCD pursue the same goal through different paths. If the GCD were to come as planned, it would <em data-start=\"18178\" data-end=\"18187\">complement<\/em> the EmpCo by establishing <strong data-start=\"18265\" data-end=\"18305\">an EU-wide uniform verification system<\/strong> for the specific green claims that are still permitted. However, should the GCD fail or be delayed (as is currently foreseeable), <em data-start=\"18395\" data-end=\"18431\">the EmpCo alone will remain decisive<\/em>.  <\/p><p><strong data-start=\"18472\" data-end=\"18502\">For companies, this means:<\/strong> Regardless of the GCD, they must adapt to the EmpCo. Even without mandatory pre-certification (which the GCD had foreseen), from 2026 onwards: <strong data-start=\"18659\" data-end=\"18801\">No more vague or misleading claims, but rather sound data, transparent criteria, and, if in doubt, external confirmations<\/strong>. Anyone who relies on continuing with soft eco-phrases risks legal consequences, even if the Green Claims Directive never comes. The EmpCo <strong data-start=\"19034\" data-end=\"19044\">alone<\/strong> already ensures that <strong data-start=\"19071\" data-end=\"19113\">greenwashing can become expensive in the future<\/strong>. With or without the GCD: <strong data-start=\"19232\" data-end=\"19320\">Companies will need robust evidence for their sustainability claims &#8211;<\/strong> and preferably sooner rather than later.    <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-68e799d e-flex e-con-boxed e-con e-parent\" data-id=\"68e799d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8910bf7 elementor-widget elementor-widget-heading\" data-id=\"8910bf7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">4. Examples of Permissible vs. Impermissible Advertising Claims<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-09384f9 elementor-widget elementor-widget-text-editor\" data-id=\"09384f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"26109\" data-end=\"26224\">For a better understanding of which green claims will be allowed in the future and which will not, here are some <strong data-start=\"26206\" data-end=\"26223\">example pairs<\/strong>:<\/p>\n<ul data-start=\"26226\" data-end=\"28138\">\n<li data-start=\"26226\" data-end=\"26614\">\n<p data-start=\"26228\" data-end=\"26614\"><strong data-start=\"26228\" data-end=\"26243\">Inadmissible:<\/strong> Blanket terms such as <em data-start=\"26267\" data-end=\"26287\">&#8220;environmentally friendly&#8221;<\/em> or <em data-start=\"26293\" data-end=\"26307\">&#8220;sustainable&#8221;<\/em> without further context. <br><strong data-start=\"26331\" data-end=\"26344\">Admissible:<\/strong> Concrete, <strong data-start=\"26355\" data-end=\"26371\">verifiable<\/strong> statements, e.g., <em data-start=\"26388\" data-end=\"26422\">&#8220;produced with 100% green electricity&#8221;<\/em> or <em data-start=\"26428\" data-end=\"26477\">&#8220;consists of 68% renewable raw materials&#8221;<\/em>. (The specific figures and facts make the difference!) <\/p>\n<\/li>\n<li data-start=\"26616\" data-end=\"27036\">\n<p data-start=\"26618\" data-end=\"27036\"><strong data-start=\"26618\" data-end=\"26633\">Inadmissible:<\/strong> <em data-start=\"26634\" data-end=\"26673\">&#8220;Made from recycled material&#8221;<\/em> \u2013 if this statement applies <strong data-start=\"26695\" data-end=\"26717\">only to a part<\/strong> (e.g., the packaging) and not to the entire product. <br><strong data-start=\"26778\" data-end=\"26791\">Admissible:<\/strong> <em data-start=\"26792\" data-end=\"26845\">&#8220;Packaging consists of 100% recycled material.&#8221;<\/em> Here it is <strong data-start=\"26858\" data-end=\"26875\">made clear<\/strong> which part of the product is meant, without creating the false impression that the entire product consists of recycled material.<\/p>\n<\/li>\n<li data-start=\"27038\" data-end=\"27610\">\n<p data-start=\"27040\" data-end=\"27610\"><strong data-start=\"27040\" data-end=\"27055\">Inadmissible:<\/strong> <em data-start=\"27056\" data-end=\"27086\">&#8220;Product X is climate-neutral,&#8221;<\/em> if neutrality is achieved <strong data-start=\"27110\" data-end=\"27154\">solely through the purchase of CO\u2082 certificates<\/strong>. <br><strong data-start=\"27170\" data-end=\"27183\">Admissible:<\/strong> <em data-start=\"27184\" data-end=\"27316\">&#8220;Company X offsets all emissions generated during the production of Product X through certified climate protection projects.&#8221;<\/em> Here, transparent information is provided about <strong data-start=\"27346\" data-end=\"27372\">offsetting measures<\/strong>, <strong data-start=\"27385\" data-end=\"27393\">without<\/strong> labeling the product itself as <strong data-start=\"27417\" data-end=\"27443\">&#8220;climate-neutral&#8221;<\/strong>. (The product is not presented as emission-free, but climate efforts are communicated factually.)  <\/p>\n<\/li>\n<li data-start=\"27612\" data-end=\"28138\">\n<p data-start=\"27614\" data-end=\"28138\"><strong data-start=\"27614\" data-end=\"27629\">Inadmissible:<\/strong> <em data-start=\"27630\" data-end=\"27664\">&#8220;We will be climate-neutral by 2030&#8221;<\/em> as a mere announcement <strong data-start=\"27689\" data-end=\"27702\">without a plan<\/strong>. <br><strong data-start=\"27704\" data-end=\"27717\">Admissible:<\/strong> <em data-start=\"27718\" data-end=\"27862\">&#8220;We aim to become climate-neutral by 2030 and follow a publicly accessible climate plan with annual progress reviews.&#8221;<\/em> Here, the future promise is backed by concrete <em data-start=\"27912\" data-end=\"27929\">commitments<\/em> and transparency, as required by EmpCo. &nbsp;<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"28140\" data-end=\"28527\">Of course, every advertisement is individual. In case of doubt, companies should seek <strong data-start=\"28204\" data-end=\"28224\">expert advice<\/strong> on whether a specific statement complies with the EmpCo. However, the examples above illustrate the basic logic.   <strong data-start=\"28331\" data-end=\"28460\">Generally, the more concrete, truthful, and verifiable a sustainability claim, the more likely it is to be permissible.<\/strong> Crude or misleading claims, however, have no future.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0556044 e-flex e-con-boxed e-con e-parent\" data-id=\"0556044\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d5d00c9 elementor-widget elementor-widget-heading\" data-id=\"d5d00c9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">5. Recommendations for SMEs<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80af037 elementor-widget elementor-widget-text-editor\" data-id=\"80af037\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>For small and medium-sized enterprises, the EmpCo directive may initially seem like another hurdle. However, with timely preparation, the transition can be mastered, and companies can even benefit by gaining customer trust. SMEs, in particular, should now address <strong data-start=\"28830\" data-end=\"28851\">the following steps<\/strong>: <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e4b882 elementor-widget elementor-widget-heading\" data-id=\"5e4b882\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">5.1 Inventory of all sustainability statements<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-73ec8f3 elementor-widget elementor-widget-text-editor\" data-id=\"73ec8f3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Get an overview of <em data-start=\"28962\" data-end=\"28974\">wherever<\/em> your company advertises with environmental or sustainability claims. <strong data-start=\"29138\" data-end=\"29204\">Check every statement for its permissibility and verifiability<\/strong>. Anything vague or unsubstantiated should be <strong data-start=\"29287\" data-end=\"29319\">revised or deleted<\/strong>. Scrutinize particularly frequently used keywords (<em data-start=\"29378\" data-end=\"29397\">&#8220;sustainable&#8221; etc.<\/em>) and proprietary labels. Tip: Create a list of all statements and immediately note which evidence is available or missing.   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ab01bc2 elementor-widget elementor-widget-heading\" data-id=\"ab01bc2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">5.2 Collect and Document Evidence<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1369d9c elementor-widget elementor-widget-text-editor\" data-id=\"1369d9c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong data-start=\"29681\" data-end=\"29752\">Create an &#8220;evidence folder&#8221; for each sustainability claim.<\/strong> It should contain everything that supports the statement: studies, technical data, certificates, test results, calculations, etc. In the future, the rule is: <strong data-start=\"29928\" data-end=\"29972\">No Green Claim without robust evidence<\/strong>. Ensure that these documents are up-to-date, complete, and, if necessary, publicly presentable. Where gaps still exist (e.g., there is a vague sustainability promise but no concrete proof), decide whether you can <strong data-start=\"30275\" data-end=\"30331\">specify and conduct follow-up measurements\/tests<\/strong> for the statement or if it should be removed. Also plan to <strong data-start=\"30400\" data-end=\"30436\">involve independent third parties<\/strong> where it is mandatory or sensible: External expert opinions or certifications significantly increase credibility and are sometimes required by the EmpCo.   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-24f7f68 e-flex e-con-boxed e-con e-parent\" data-id=\"24f7f68\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ddba850 elementor-widget elementor-widget-heading\" data-id=\"ddba850\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">5.3 Adapt Communication Materials<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b73cbda elementor-widget elementor-widget-text-editor\" data-id=\"b73cbda\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Start early to update packaging designs, package inserts, online product pages, etc., so that <strong data-start=\"31083\" data-end=\"31139\">transparent information about lifespan and service<\/strong> can be provided by 2026. Avoid imprints like <em data-start=\"31176\" data-end=\"31189\">&#8216;durable&#8217;<\/em> without explanation; instead, a &#8216;Durability and Warranty&#8217; field can be added, for example, where specific years or usage cycles are indicated. Similarly for repairs: State whether spare parts are available and for how long. Important for already produced goods: Check whether <strong data-start=\"31667\" data-end=\"31682\">old stock<\/strong> with problematic claims is in circulation, and if necessary, plan for <strong data-start=\"31746\" data-end=\"31782\">transitional stickers or inserts<\/strong> to ensure legal certainty until new packaging material is available. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-82afce7 elementor-widget elementor-widget-heading\" data-id=\"82afce7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">5.4 Clarify Internal Responsibilities and Processes<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a2b720 elementor-widget elementor-widget-text-editor\" data-id=\"7a2b720\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Make sustainability communication <strong data-start=\"32294\" data-end=\"32317\">a top priority for the team<\/strong>. Green claims should no longer arise spontaneously in the marketing department without being checked. <strong data-start=\"32420\" data-end=\"32460\">Establish an approval process<\/strong>, ideally involving marketing, sustainability officers, and the legal department or external legal experts. Determine <em data-start=\"32641\" data-end=\"32646\">who<\/em> technically reviews new environmental claims (e.g., data validation by sustainability managers) and <em data-start=\"32749\" data-end=\"32754\">who<\/em> legally approves them. Train the marketing team on the EmpCo requirements so that only permissible formulations are consciously chosen during content creation. If necessary, set up an internal <strong data-start=\"32949\" data-end=\"32986\">guideline for green communication<\/strong> that summarizes do&#8217;s and don&#8217;ts (incl. a word list &#8220;avoid vs. desired&#8221;). This ensures that <em data-start=\"33108\" data-end=\"33115\">everyone<\/em> in the company speaks the same language \u2013 one that both convinces customers and withstands legal scrutiny.     <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d22685 elementor-widget elementor-widget-heading\" data-id=\"2d22685\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">5.5 Reconsider Label and Brand Strategy<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-987e731 elementor-widget elementor-widget-text-editor\" data-id=\"987e731\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Check which <strong data-start=\"33317\" data-end=\"33354\">sustainability seals or logos<\/strong> are currently being used. Own creations without a certification system with independent monitoring should be immediately <strong data-start=\"33408\" data-end=\"33436\">abolished or replaced<\/strong>. Look early for <strong data-start=\"33513\" data-end=\"33541\">recognized alternatives<\/strong> that fit the product and comply with EmpCo. Perhaps it is worthwhile to strive for a <strong data-start=\"33626\" data-end=\"33676\">certification according to an established standard<\/strong> (e.g., organic seal, Blue Angel, B Corp, CSE, etc.) to continue advertising with a seal \u2013 but then on a robust basis. Also, <strong data-start=\"33916\" data-end=\"33931\">brand names<\/strong> and <strong data-start=\"33936\" data-end=\"33945\">logos<\/strong> with green connotations need to be scrutinized: If the company name or product name has an environmental reference (e.g., &#8220;Eco&#8221; in the name), you should assess whether this could be considered a general environmental statement. If necessary, an <em data-start=\"34261\" data-end=\"34274\">explanation<\/em> in communication is needed or \u2013 in the long term \u2013 a rebranding should be considered if the name creates false expectations. Also keep an eye on <strong data-start=\"34415\" data-end=\"34444\">legal developments<\/strong>: If the Green Claims Directive surprisingly does come, further tightening (e.g., official claim reviews) might have to be planned.      <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-67fbc43 elementor-widget elementor-widget-heading\" data-id=\"67fbc43\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">5.6 Realign Climate Strategy<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e666509 elementor-widget elementor-widget-text-editor\" data-id=\"e666509\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Use the upcoming ban on offsetting claims as an <strong data-start=\"34740\" data-end=\"34783\">opportunity to become truly more sustainable<\/strong>. Reduce the CO\u2082 footprint at the source and communicate <strong data-start=\"34900\" data-end=\"34937\">concrete emission reduction targets<\/strong> and successes instead of vague neutrality promises. A company that discloses <em data-start=\"35023\" data-end=\"35082\">&#8220;We have reduced our CO\u2082 emissions by 40% since 2019&#8221;<\/em> and explains how it achieved this is seen more positively by consumers than one that merely calls itself &#8220;neutral&#8221; through certificates. While the EmpCo forces more honest communication, it also <em data-start=\"35289\" data-end=\"35298\">rewards<\/em> those who can demonstrate <strong data-start=\"35313\" data-end=\"35335\">real progress<\/strong>. Therefore, start now to collect climate data and implement emission reduction measures. Then, by 2026, the company can tell stories that are both <strong data-start=\"35511\" data-end=\"35527\">compliant<\/strong> and <strong data-start=\"35537\" data-end=\"35552\">convincing<\/strong>. Climate neutrality remains a desirable goal; one only needs to fill it <em data-start=\"35627\" data-end=\"35641\">with substance<\/em> (e.g., with a science-based climate target, validated by external experts).      <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f974a9b elementor-widget elementor-widget-heading\" data-id=\"f974a9b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">5.7 Don't Wait, Act Now<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e70ceca elementor-widget elementor-widget-text-editor\" data-id=\"e70ceca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Even though the new rules are only supposed to fully apply <strong data-start=\"35808\" data-end=\"35833\">from September 27, 2026<\/strong>, hesitation is not a good idea. <strong data-start=\"35923\" data-end=\"35943\">Transition periods<\/strong> are not foreseen. And <em data-start=\"36042\" data-end=\"36049\">now<\/em>, courts, competition associations, and consumers are already looking more critically at green claims; the <strong data-start=\"36138\" data-end=\"36159\">first wave of warnings<\/strong> has partly already begun (environmental associations like the DUH increasingly contacted companies in 2025 due to questionable eco-advertising). <strong data-start=\"36294\" data-end=\"36319\">It&#8217;s better to act proactively:<\/strong> Adapt communication <strong data-start=\"36350\" data-end=\"36363\">early<\/strong> to the new standards; then the company will be on the safe side when the EmpCo directive comes into force. Moreover, this already strengthens credibility today. While the EmpCo will only come <em data-start=\"36629\" data-end=\"36640\">legally<\/em> in 2026, <strong data-start=\"36647\" data-end=\"36659\">factually<\/strong> informed customers already expect transparency and honesty. Those who show early that they voluntarily comply with tomorrow&#8217;s rules can positively distinguish themselves from the competition.    <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0b8b178 e-flex e-con-boxed e-con e-parent\" data-id=\"0b8b178\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-112c529 elementor-widget elementor-widget-html\" data-id=\"112c529\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<style>.csrd-widget {\n    display: flex;\n    justify-content: space-between;\n    padding: 10px;\n    background-color: #27963C;\n    color: #fff;\n    border-radius: 10px;\n  }\n\n  .csrd-widget-content {\n    width: 60%;\n    padding: 20px;\n  }\n\n  .csrd-widget-content h2 {\n    color: #fff;\n    font-size: 32px;\n  }\n\n  .csrd-widget-image {\n    width: 40%;\n    padding: 10px;\n    display: flex;\n    align-items: center; \/* Damit das Bild vertikal zentriert wird *\/\n  }\n\n  .csrd-widget-image img {\n      max-height: 100%;\n      width: calc(100%); \/* Ber\u00fccksichtigt den 5px Padding auf jeder Seite *\/\n    border-radius: 10px;\n  }\n\n  .csrd-button {\n    padding: 10px 20px;\n    background-color: #fff;\n    color: #000;\n    border: none;\n    cursor: pointer;\n    border-radius: 5px;\n    margin-top: 15px;\n    text-decoration: none;\n  }\n\n  @media (max-width: 768px) {\n    .csrd-widget {\n      flex-direction: column;\n    }\n\n    .csrd-widget-content, .csrd-widget-image {\n      width: 100%;\n      padding: 10px;\n    }\n    \n    .csrd-widget-image {\n    order: -1; \/* Das Bild wird an den Anfang gesetzt *\/\n    }\n  }\n<\/style><div class=\"csrd-widget\"><div class=\"csrd-widget-content\"><h2>Kommunikations-Check Nachhaltigkeit<\/h2><p>Erhalte eine klare Analyse deiner Nachhaltigkeitskommunikation und konkrete Empfehlungen zur Verbesserung \u2013 kompakt im Workshop.<\/p><a href=\"https:\/\/csr-tools.com\/en\/sustainability-communication-check\/\" class=\"csrd-button\">Mehr erfahren<\/a><\/div><div class=\"csrd-widget-image\"><img decoding=\"async\" src=\"https:\/\/csr-tools.com\/wp-content\/uploads\/Nachhaltigkeitskommunikation-Check.png\"><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5d7f03a e-flex e-con-boxed e-con e-parent\" data-id=\"5d7f03a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9e9a947 elementor-widget elementor-widget-heading\" data-id=\"9e9a947\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">6. Conclusion: Set the Course Now for Honest Sustainability Advertising<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-864504f elementor-widget elementor-widget-text-editor\" data-id=\"864504f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"36911\" data-end=\"37576\">The EmpCo directive will fundamentally change sustainability communication for the better. <strong data-start=\"37008\" data-end=\"37076\">Greenwashing will be significantly more difficult and sanctioned in the future<\/strong>. At the same time, consumers will receive more reliable information to distinguish truly sustainable offers from merely seemingly sustainable ones. For companies \u2013 especially SMEs \u2013 this initially means adjustment efforts, but in the long term also <em data-start=\"37369\" data-end=\"37402\">equal opportunities and trust<\/em>. Those who report <strong data-start=\"37408\" data-end=\"37431\">honestly and precisely<\/strong> about their environmental performance do not have to fear the new rules; on the contrary, they will have an advantage over black sheep.   <\/p><p data-start=\"37578\" data-end=\"38467\">Our recommendation is therefore: <strong data-start=\"37610\" data-end=\"37639\">Don&#8217;t wait until 2026<\/strong> to clean up all green claims of the company. Use the time to sharpen brand messages, achieve real sustainability progress, and <strong data-start=\"37793\" data-end=\"37829\">communicate them clearly and with evidence<\/strong>. This way, the company not only avoids legal risks and possible fines, but also <em data-start=\"37989\" data-end=\"38017\">strengthens the trust<\/em> of customers and business partners in the brand. Communicating sustainability is not a minefield if one adheres to a few basic rules: <strong data-start=\"38246\" data-end=\"38279\">Truth, Clarity, Relevance.<\/strong> The EmpCo directive provides the new regulatory framework for this. Companies must fill it with credible content. Then it&#8217;s: <strong data-start=\"38420\" data-end=\"38466\">Green advertising yes, but without greenwashing!<\/strong>     <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b61078e elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"b61078e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c105ce3 e-flex e-con-boxed e-con e-parent\" data-id=\"c105ce3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4c9ab7e elementor-widget elementor-widget-heading\" data-id=\"4c9ab7e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Important Sources<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6acb148 elementor-widget elementor-widget-text-editor\" data-id=\"6acb148\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/www.bmjv.de\/SharedDocs\/Downloads\/DE\/Gesetzgebung\/RegE\/RegE_UWG_Aend3.pdf?__blob=publicationFile&amp;v=5\" target=\"_blank\" rel=\"noopener\">Federal Government&#8217;s Draft Bill to Amend the Act Against Unfair Competition<\/a><\/p><p class=\"ecl-page-header__title\"><a href=\"https:\/\/commission.europa.eu\/publications\/proposal-directive-empowering-consumers-green-transition-and-annex_de\" target=\"_blank\" rel=\"noopener\">EU Proposal for a Directive on Empowering Consumers for the Green Transition<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Sustainability promises in communication and advertising are facing a transformation: With the Empowering Consumers for the Green Transition (EmpCo) Directive, [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":8767,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[39,42,45,40],"tags":[],"class_list":["post-8807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en","category-csrd-en","category-esrs-en","category-sustainability-reporting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>EmpCo Directive: Everything You Need to Know Now - CSR Tools<\/title>\n<meta name=\"description\" content=\"We show what requirements the EmpCo directive includes and how companies can now prepare their communication for the new rules.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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