Green Claims Under Scrutiny – A Call to Action for Manufacturers and Brands
Sustainability is playing an increasingly important role in product communication. Terms such as “environmentally friendly,” “sustainable,” “green,” or “climate-neutral” can be found on numerous packages and labels today. However, the new EU directive, “Empowering Consumers for the Green Transition” (EmpCo), significantly tightens the requirements for such claims. The goal is to better protect consumers from greenwashing and to increase transparency regarding environmental and sustainability claims.
The new regulations take effect on September 27, 2026, and apply to nearly all companies that sell products within the EU. Packaging, labels, promotional materials, and digital product information should therefore be reviewed now.
What Companies Need to Keep in Mind Going Forward
The EmpCo guideline makes it clear: Sustainability and environmental claims may only be used if they are verifiable and substantiated.
The following will become particularly critical in the future:
- General terms such as “sustainable,” “environmentally friendly,” or “green”
- "Climate-neutral" claims based solely on CO₂ offsetting
- Proprietary environmental or sustainability labels without independent certification
- Images, symbols, or graphics that suggest environmental benefits
- Statements without a clear point of reference or verifiable basis
In the future, companies must be able to demonstrate that the environmental benefits they advertise actually exist and are based on reliable data.
Check the packaging now
For many manufacturers, this means taking a critical look at their existing packaging:
- What sustainability claims are currently listed on the packaging?
- Are the seals and certificates used permitted?
- Can all environmental commitments be documented and substantiated?
- Do the print files or layouts need to be adjusted?
Since packaging often has long lead times, retailers and industry associations recommend implementing necessary changes early on.
How Kolbe-Coloco Provides Support
As specialists in labels, packaging labeling, and brand communication, we assist our clients in reviewing existing packaging and print designs.
Together, we'll analyze:
- Environmental and Sustainability Claims on Packaging
- Labels, Seals, and Symbols Used
- Ensuring Future Print Designs Comply with Legal Requirements
- Adjustments under EmpCo, PPWR, and other EU regulations
Our goal is to identify potential risks early on and develop packaging solutions that meet both regulatory requirements and consumer expectations.
Take action now instead of having to fix things later
The EmpCo Directive will bring about lasting changes to packaging communications. Companies that review their packaging now can ensure legal compliance, avoid costly last-minute adjustments, and strengthen customer trust at the same time.
Would you like to know whether your packaging is affected by the new requirements? Contact us—we’ll help you assess and implement the new guidelines.