#Sustainability #Sweden #Malmö #Duni Group #EmpCo Directive

Empowering Consumers for the Green Transition Directive

As environmental awareness grows, regulations surrounding sustainability claims continue to evolve. The EU's Empowering Consumers for the Green Transition Directive (EmpCo) will officially take effect on September 27, 2026, and aims to foster transparency in the way companies communicate their environmental credentials.

Clarity in Sustainability Claims

With many businesses making various claims about their products being 'green' or 'eco-friendly', the new directive seeks to ensure that these statements are not just marketing buzzwords but are rooted in clear, specific, and credible evidence. Rather than establishing a completely new framework for sustainability claims, the EmpCo Directive enhances existing EU consumer protection laws to combat misleading environmental proclamations, unreliable sustainability labels, and vague terms.

The Duni Group, a leading player in the sustainability sector, has embraced these new regulations, viewing them as a positive step towards responsible communication. Erik Lindroth, Sustainability Director at Duni Group, asserts, “Clearer rules can help reduce greenwashing, improve consumer trust, and strengthen the credibility of companies that take sustainability communication seriously.”

The Fight Against Greenwashing

One of the significant changes under the EmpCo Directive is the restriction on claiming sustainability without proper certification or approval from recognized public authorities. This means that companies can no longer create their own symbols or labels that may mislead consumers into thinking their claims are independently verified. This move aims to clamp down on so-called greenwashing, providing consumers with an assurance that claims made are genuinely substantiated.

Lindroth emphasizes the importance of these regulations by stating, “This is not only about compliance but about communicating responsibly and building long-term trust.” Companies making broad or generic claims will now need to provide effective explanations and substantiated links to specific products, packaging, materials, or validated improvements.

Compliance Challenges Ahead

However, navigating the new landscape will present challenges, particularly for businesses operating across multiple EU nations. The directive will be implemented through national legislation – a process that means similar claims could be interpreted differently depending on local regulations.

“The subjectivity in the implementation creates a business risk and a source of uncertainty. A hard deadline, without a transition period, adds to the difficulty, as many firms will be working with products already in distribution,” says Lindroth.

Some claims may appear clear-cut, while others can lead to ambiguity. Determining what qualifies as sufficiently specific, what constitutes adequate evidence, and how consumers interpret claims may require a collaborative dialogue among companies, stakeholders, and regulators. Hence, robust internal procedures, along with careful wording, will be imperative to adapt to these changes effectively.

A Positive Outlook for Sustainability

Duni Group has meticulously tracked the development of the EU’s regulations regarding sustainability claims. Over the last three years, they have prepared themselves for the impending Green Claims Directive, even while recognizing the postponements to this initiative. The EmpCo Directive and related national laws will now set the highest standards for businesses when it comes to environmental communication.

For Duni Group, this directive reinforces an already established commitment to scientifically underpinning claims with relevance, credibility, and international standards. By maintaining a focus on clarity, accuracy, and well-supported claims, Duni Group aims to empower consumers in making informed decisions and fostering a more trustworthy market.

As we approach the enactment of the EmpCo Directive, both businesses and consumers stand on the brink of an era of enhanced accountability, transparency, and fair communication in sustainability efforts.

For further details, reach out to:
Petra Lamorell
Interim Head of Communications
Email: [Email Redacted]
Phone: +46 (0)76-8740 387