Duni Group Welcomes the EU's New Directive on Sustainability Claims

MALMÖ, Sweden – The Empowering Consumers for the Green Transition Directive (EmpCo) launched by the EU, which will be enacted on September 27, 2026, has garnered positive feedback from Duni Group. This directive mandates that companies making claims about their environmental practices must present clear, specific, and substantiated information that is backed by credible proof.

Strengthening Consumer Protection

EmpCo does not create a new framework for sustainability claims but enhances existing EU consumer protection laws. It specifically targets misleading environmental statements, unreliable sustainability labels, and vague terms like "green" or "eco-friendly" that lack relevant environmental performance evidence. Duni Group supports the establishment of clearer guidelines, recognizing the importance of transparency in sustainability communication.

Erik Lindroth, Sustainability Director at Duni Group, emphasized, “The goal is to improve the clarity and trustworthiness of sustainability communication. Clear regulations will help mitigate greenwashing, foster consumer confidence, and fortify the credibility of businesses that genuinely commit to sustainability.”

Implications for Businesses

With the introduction of the EmpCo Directive, companies will need to meet higher standards when communicating environmental claims. This new regulation discourages generic or ambiguous declarations unless they are thoroughly explained and substantiated. Claims should directly relate to specific products, packaging, materials, or verified enhancements.

One significant aspect of the directive is its restriction on sustainability labels that lack certification schemes or haven't been established by public authorities. This stipulation means that organizations cannot use self-created symbols or icons that might mislead consumers into thinking they have been independently verified.

Addressing Implementation Challenges

One challenge posed by the directive is that it will be enacted through national laws, likely resulting in different interpretations in various EU countries. As noted by Lindroth, “This variation can create business risks and uncertainties, especially since companies often operate across multiple markets. The strict deadline for compliance—without a transitional period—also poses challenges, given that many organizations have products already available in distribution.”

Some claims will be straightforward, while others may be more ambiguous. Determining what constitutes sufficiently specific claims and adequate evidence may require discussions among companies, consumers, and regulators. Thus, establishing robust internal processes and precise language becomes essential to avoid miscommunication.

Preparedness for Future Directives

Duni Group has been closely monitoring the evolution of EU regulations concerning sustainability claims and has taken proactive measures in anticipation of the Green Claims Directive, planned over the last three years. Although the Green Claims Directive has been postponed indefinitely, the EmpCo Directive along with national legislation sets the standard for industries to follow regarding sustainability claims.

For Duni Group, the EmpCo Directive reinforces an already established approach that relies on scientific substantiation and international standards. By maintaining clear and adequately supported sustainability claims, the company aims to empower consumers to make informed choices and contribute positively to the integrity of the market.

In conclusion, as the EU implements the EmpCo Directive, companies like Duni Group are poised to not only comply with regulations but also foster responsible communication—a vital step in establishing enduring consumer trust.