EmpCo 2026: uniform EU rules for green claims – GREEN BRAND is already prepared for the change!

Kovács–Czövek Hajnalka

The aim of EmpCo is not to make green communication impossible, but to curb greenwashing, restore consumer trust and create a competitive advantage for brands that truly deliver sustainable performance.

It is important to emphasize that the EmpCo directive should not be mistaken together with another piece of legislation of the European Union, which is also closely related to EmpCo, but is still in the process of being drafted, the Green Claims Directive (GCD). Although the common goal of the two initiatives is to strengthen authentic green communication, they play different roles in the regulatory process. EmpCo is an already adopted directive that will definitely enter into force in 2026 and defines the basic framework, prohibitions and minimum requirements. In contrast, the Green Claims Directive would introduce much stricter, more detailed and requiring prior verification regulations. Its legislative process is currently underway – and is stalling, as it is the subject of debate on several points.

The EmpCo is therefore the first, sure step in the regulation of green communication, while the Green Claims Directive – if adopted – would build on this foundation and constitute an additional, more detailed and stricter set of requirements. This legislative sequence is also clearly supported by the timing. The European Parliament adopted the EmpCo Directive on 28 February 2024, which entered into force on 27 March 2024. Member States are required to transpose the provisions of the Directive into national law by 27 March 2026 at the latest. Companies and brands will then have a six-month preparation period, as from 27 September 2026 the rules under EmpCo will become applicable and enforceable throughout the European Union, in particular with regard to the prohibition of misleading environmental claims.