EU EmpCo Rules Set Tougher Standard for Green Claims and Packaging

The EU EmpCo Directive bans unverified green claims and stricter packaging rules take effect by 2030.

The EU Empowering Consumers Directive (EmpCo), adopted on February 28, 2024, prohibits companies from making environmental claims—like “eco-friendly” or “carbon neutral”—without independent verification. Company-created sustainability labels will also be banned unless certified externally. This aims to combat greenwashing and bring transparency for consumers across all EU markets.

• These new requirements on marketing and labeling are binding as of September 27, 2026. Corporate legal teams must review all public sustainability claims for compliance.
• The Packaging and Packaging Waste Regulation (PPWR) will further require all packaging to be recyclable by 2030, phasing in waste reduction targets—5% by 2030, 10% by 2035, and 15% by 2040—based on 2018 levels.

From January 1, 2030, the PPWR will ban certain single-use plastics, such as single-portion packaging or wrappers for condiments, requiring companies to rethink both product design and IP portfolios. Product information and environmental claims will need review to avoid falling foul of the rules.

• Legal departments should note that additional guidance is expected on technical testing methods and third-party reviews tied to these regulations.

For in-house and outside legal counsel, these EU rules shift the focus from creative marketing to evidence-backed environmental communication—and require more rigorous collaboration between legal, IP, and sustainability teams.

Yes, but: Independent verification guidelines for new environmental claims are still pending, so the practical steps for compliance may evolve before enforcement.

What's next: Official EU guidelines on accepted evidence for environmental claims are expected before EmpCo and PPWR take full effect.