The EmpCo Directive (‘Empowering Consumers for the Green Transition’, Directive (EU) (2024/825) introduces new European regulations for environmental and sustainability claims.

The aim is to better protect consumers from misleading environmental claims (‘greenwashing’) and to ensure greater transparency regarding so-called ‘green claims’. Like ‘sustainably produced’, ‘environmental friendly’ and ‘climate neutral’.

The Directive amends two existing EU consumer laws:
> the Unfair Commercial Practices Directive (2005/29/EC) and
> the Consumer Rights Directive (2011/83/EU.

Member States must have transposed the rules into national law by 27 March 2026 at the latest. From 27 September 2026, the obligations are binding on all companies offering products or services to consumers within the EU.

The new regulations apply to all forms of communication with consumers. Of particular relevance
are:
• Labels and product packaging
• Websites and online shops
• Social media posts
• Advertising leaflets and information materials
• Advertising in farm shops

In all these areas, environmental or sustainability claims must be clear, specific and verifiable. Breaches can result in warnings, injunctions and significant damage to reputation.

For more details and practical examples for farmhouse and artisan dairies, see this paper that has been made by VHM (translated in English with help of artificial intelligence).