Overview
- The EmpCo directive takes effect on 27 September 2026 and bars broad terms like “green” or “sustainable” unless companies prove a recognized outstanding environmental performance.
- Germany’s parliament approved a temporary two-year shield that limits enforcement claims against products already on shelves to avoid mass destruction of stock.
- Austria has proposed a three-year marketing grace for existing goods and Greenpeace with other NGOs have filed complaints with the European Commission arguing this extra transition is not allowed.
- European consumer-protection authorities agreed to prioritise information over fines during the initial rollout, but that guidance binds only public enforcers and private lawsuits and competitor claims remain possible under national law.
- Key proof requirements are still unclear—notably what counts as a “recognized outstanding environmental performance”—which legal experts say will drive litigation and shape how the 2022 EU finding that many green claims were vague is remedied for shoppers.