Overview
- EmpCo, the EU directive to curb greenwashing, took effect on Sunday, September 27, 2026, and bars vague claims like “green” or “climate neutral” unless firms can publicly document and verify them.
- The law permits sustainability labels only if they are issued by state bodies or based on independent external certification, which outlawed many company‑created seals overnight.
- Germany’s parliament approved a two‑year, limited protection from private injunctions for certain pre‑existing products while Austria adopted a three‑year transition that has led Greenpeace and other NGOs to file complaints with the European Commission.
- Enforcement will initially emphasize guidance and education under the EU consumer protection network, but businesses face near‑term legal risk from competitor lawsuits and unresolved rules on how to prove an “outstanding environmental performance.”
- Retailers and trade groups warned of large unsellable stocks and heavy costs for relabelling, a problem that has already hit small firms, and regulators point shoppers to recognised marks such as the Blue Angel, EU Ecolabel and Green Button to tell trustworthy products apart.