New requirements for environmental advertising have been in force since 27 September 2026. The EmpCo Directive tightens the rules in particular regarding general environmental claims, sustainability labels and claims about the climate impact of products. Our paper uses examples and a checklist to illustrate what companies should bear in mind in their communications.
Whether on a website, on social media or on packaging: claims such as ‘environmentally friendly’, ‘sustainable’ or ‘climate-neutral’ must be clear, accurate and verifiable. Images, colours and labels can also shape the overall impression of an advert.
In our paper, Joselyne Ntikahavuye and Philipp Schröder-Ringe, LL.M., explain the new rules governing environmental claims and sustainability labels. They highlight which claims are particularly risky, how companies can describe environmental benefits in more concrete terms, and what evidence they should verify before publication.
A compliance checklist and examples of risky and better-formulated messaging help in reviewing existing advertising materials.