From green claims to real compliance: what you need to know about the EU's Empowering Consumers Directive (EmpCo)

As part of its broader circular economy and sustainability objectives, the European Union has introduced new rules to empower consumers for the green transition. These measures, which entered into force in March 2024, aim to ensure that environmental claims and product information are accurate, verifiable, and transparent, ultimately strengthening consumer trust and supporting truly sustainable business practices. Member states must transpose the directive by March 2026, with full application expected from September 2026.

For businesses, this means assessing their product portfolio to identify which products fall within the scope of the new rules and where updates to claims, labeling, or documentation are required. Companies should begin setting clear actions to ensure that all sustainability-related statements can be substantiated, and that internal processes for data collection and verification are in place ahead of enforcement.

We help companies navigate this evolving landscape, ensuring that sustainability commitments translate into credible action and regulatory compliance.

The new rules amend the EU’s existing consumer protection framework by targeting misleading environmental claims and premature obsolescence.

Key changes include:

• Ban on vague or generic environmental claims (such as “eco-friendly” or “green”) unless these can be substantiated by clear, recognized evidence.
• Stricter oversight of sustainability labels, allowing only those backed by verified certification or established public systems.
• Transparency on durability and reparability, requiring companies to inform consumers when a product has been designed for longevity or when repair options are limited.
• Prohibition of deceptive design practices, such as software that limits product lifespan or suggests upgrades earlier than necessary.

The introduction of these rules signals a shift from voluntary commitments to enforceable accountability. Companies can no longer rely on broad sustainability narratives without verifiable evidence.
Non-compliance carries not only legal and financial risks but also reputational damage in a market increasingly alert to greenwashing.

For proactive companies, however, this represents an opportunity. Transparent communication, verifiable data, and product integrity can differentiate brands and build lasting consumer trust.

Unlike earlier frameworks, such as the previously proposed Green Claims Directive, these rules directly target consumer-facing communications. The focus of the new consumer empowerment rules is on everyday purchasing decisions, and the information consumers see at the point of sale.

In practice, this means companies must ensure that marketing, labeling, and after-sales services align consistently with verified sustainability performance.