Legislation
Do you use words like 'sustainable', 'green', 'eco' or 'environmentally friendly' in your marketing, on your website or on your packaging? From 27 September 2026, stricter rules apply to sustainability claims. Vague or unsubstantiated claims will be prohibited. The rules follow from European Directive (EU) 2024/825, also known as the EmpCo Directive.
The aim is to protect consumers against greenwashing: falsely presenting products or services as more environmentally friendly than they are.
1. No more vague sustainability claims
Words like 'green', 'eco', 'sustainable', 'environmentally friendly' and 'climate neutral' may only be used if you back them up with verifiable evidence. Visual elements such as green colours, leaves or nature imagery can also be flagged as misleading sustainability claims if they are not substantiated.
2. Only recognised sustainability labels
You may only use sustainability labels and certifications that are based on an independent certification system with objective criteria. Labels you have created yourself or that are not independently verified are no longer permitted.
3. No withholding information
You must be complete and transparent about the sustainability of your product or service. Important information that the consumer needs to make an informed choice may not be omitted.
The rules apply to all businesses that sell products or services to consumers (B2C) and use sustainability claims in doing so. Think of webshops, manufacturers, importers, retailers and service providers. The rules apply across all sectors: from electronics and fashion to furniture, food and services.
📅 Entry into force: 27 September 2026
The EmpCo Directive has been adopted by the Dutch House of Representatives. Supervisory authorities can enforce from 27 September 2026. The ACM (Authority for Consumers and Markets) checks whether sustainability claims are justified and can impose fines.
⚠️ Fines from the ACM
⚠️ Mandatory removal of misleading claims
⚠️ Reputational damage with consumers
1. Audit all sustainability claims: on your website, in advertisements, on packaging and in sales materials.
2. Check each claim: is the claim specific enough? Is the substantiation independently verified or based on recognised certification?
3. Remove vague claims you cannot substantiate, such as 'sustainable choice' or 'eco-friendly' without further explanation.
4. Review your labels and certifications: are they based on a transparent, independent certification system?
5. Document the substantiation of all claims you continue to use.
It remains permitted to communicate about sustainability, provided your claims are specific, demonstrable and honest. Recognised certifications such as the EU Ecolabel remain valid and may continue to be used.
Have questions about this legislative change? Send an email to info@sarabeladministratie.nl.