{"id":44135,"date":"2026-02-02T14:17:02","date_gmt":"2026-02-02T13:17:02","guid":{"rendered":"https:\/\/www.boehmert.de\/?p=44135"},"modified":"2026-06-09T11:02:11","modified_gmt":"2026-06-09T09:02:11","slug":"empowering-consumers-directive","status":"publish","type":"post","link":"https:\/\/www.boehmert.de\/en\/empowering-consumers-directive\/","title":{"rendered":"Greenwashing or permissible environmental claims?"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-6lkggo7-a707f92ac723dc002a7e2e19adc5a735 main_color avia-section-large avia-no-border-styling  avia-builder-el-0  el_before_av_section  avia-builder-el-first  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-44135'><div class='entry-content-wrapper clearfix'>\n<div class='av-column-wrapper-individual av-mobile-columns-flex av-columns-reverse'><div  class='flex_column av-mxt63r-2c290028dc14a916249aba194c8c9d54 av_three_fourth  avia-builder-el-1  el_before_av_one_fourth  avia-builder-el-first  first flex_column_div'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ml5gcql1-bc8a2c4dcbacf4f33c15d7fa80267977\">\n#top .av-special-heading.av-ml5gcql1-bc8a2c4dcbacf4f33c15d7fa80267977{\npadding-bottom:25px;\n}\nbody .av-special-heading.av-ml5gcql1-bc8a2c4dcbacf4f33c15d7fa80267977 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-ml5gcql1-bc8a2c4dcbacf4f33c15d7fa80267977 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-ml5gcql1-bc8a2c4dcbacf4f33c15d7fa80267977 av-special-heading-h1 blockquote modern-quote  avia-builder-el-2  el_before_av_textblock  avia-builder-el-first'><h1 class='av-special-heading-tag'  itemprop=\"headline\"  >Greenwashing or permissible environmental claims?<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-5vikbev-1d9403510e60ae2f10bc86f95c313a63'   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2 style=\"font-size: 1.8em; line-height: 1.4em;\">Status of the implementation of the Empowering Consumers Directive (EmpCo Directive) in Germany<\/h2>\n<p>The European Union is pursuing the goal of better protecting consumers from misleading environmental and sustainability claims with the Empowering Consumers Directive (Directive (EU) 2024\/825, or EmpCo Directive for short). The directive tightens the requirements for so-called green claims and amends the Unfair Commercial Practices Directive in particular. The latter is implemented in Germany by the Act against Unfair Competition (UWG).<\/p>\n<h3>Legislative procedure and entry into force in Germany<\/h3>\n<p>Germany has already transposed the provisions of the EmpCo Directive into national law. In December 2025, the German Bundestag passed the necessary legislative amendments, primarily by amending the UWG and supplementing consumer protection legislation. This means that the formal implementation of the Directive was completed within the specified implementation period (March 2026).<\/p>\n<p>However, the new regulations will not apply immediately. For companies, the provisions will only be binding from 27 September 2026. Until then, the previous law will remain in force. From this date onwards, courts, authorities and competition associations will measure environmental and sustainability claims against the new legal standards.<\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-5a9zgcn-7c059a8335e77ac2f33d2bef7ab914c2\">\n.flex_column.av-5a9zgcn-7c059a8335e77ac2f33d2bef7ab914c2{\npadding:30px 30px 30px 30px;\nbackground-color:#f8f8f8;\n}\n<\/style>\n<div  class='flex_column av-5a9zgcn-7c059a8335e77ac2f33d2bef7ab914c2 av_one_fourth  avia-builder-el-4  el_after_av_three_fourth  avia-builder-el-last  flex_column_div avia-link-column av-column-link avia-link-column-hover'    data-link-column-url=\"https:\/\/www.boehmert.de\/en\/team\/julian-wernicke\/\"  data-link-column-target=\"_blank\"   ><a class=\"av-screen-reader-only\" href=https:\/\/www.boehmert.de\/en\/team\/julian-wernicke\/  target=\"_blank\" >Follow a manual added link<\/a><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ml5gvk5x-93a6a4f606fdf0eb25570b7d40b7d581\">\n#top .av-special-heading.av-ml5gvk5x-93a6a4f606fdf0eb25570b7d40b7d581{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-ml5gvk5x-93a6a4f606fdf0eb25570b7d40b7d581 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-ml5gvk5x-93a6a4f606fdf0eb25570b7d40b7d581 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-ml5gvk5x-93a6a4f606fdf0eb25570b7d40b7d581 av-special-heading-h3 blockquote modern-quote  avia-builder-el-5  el_before_av_textblock  avia-builder-el-first'><h3 class='av-special-heading-tag'  itemprop=\"headline\"  >Author<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-ml5gwkif-6f044fd58b90fb46eff01f0e74c0a457'   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Dr. Julian Wernicke, LL.M. (Cape Town)<\/p>\n<\/div><\/section><\/p><\/div><\/div><!--close flex column wrapper. Autoclose: 1 -->\n\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='av_section_2'  class='avia-section av-50pz70n-460894bea5b49d22f36ca3bea5633d09 main_color avia-section-small avia-no-border-styling  avia-builder-el-7  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-44135'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-4f5q8hz-759d4c3419e82e4472d572f7fdebdd64\">\n.flex_column.av-4f5q8hz-759d4c3419e82e4472d572f7fdebdd64{\npadding:35px 35px 45px 45px;\nbackground-color:#f8f8f8;\n}\n<\/style>\n<div  class='flex_column av-4f5q8hz-759d4c3419e82e4472d572f7fdebdd64 av_three_fourth  avia-builder-el-8  el_before_av_one_fourth  avia-builder-el-first  first flex_column_div'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-sub-av-ml5gng81-ad8573913914422756db5cacc3662377\">\n.avia-timeline-container .av-milestone.av-ml5glzmk-d4e70459f5c8ee7b2af471cbe89ddce8 .av-milestone-icon-inner{\nbackground-color:#00748f;\n}\n.avia-timeline-container .av-milestone.av-ml5glzmk-d4e70459f5c8ee7b2af471cbe89ddce8 .av-milestone-indicator{\nbackground-color:#00748f;\n}\n.avia-timeline-container .av-milestone.av-ml5glzmk-d4e70459f5c8ee7b2af471cbe89ddce8 .av-milestone-article-footer{\nbackground-color:#00748f;\n}\n.avia-timeline-container .av-milestone.av-ml5glzmk-2-b97463e226e612bb460f05b4b09cc8ca .av-milestone-icon-inner{\nbackground-color:#00748f;\n}\n.avia-timeline-container .av-milestone.av-ml5glzmk-2-b97463e226e612bb460f05b4b09cc8ca .av-milestone-indicator{\nbackground-color:#00748f;\n}\n.avia-timeline-container .av-milestone.av-ml5glzmk-2-b97463e226e612bb460f05b4b09cc8ca .av-milestone-article-footer{\nbackground-color:#00748f;\n}\n.avia-timeline-container .av-milestone.av-ml5glzmk-1-e34dc986cdf30c00f09793ab55a5aef3 .av-milestone-icon-inner{\nbackground-color:#00748f;\n}\n.avia-timeline-container .av-milestone.av-ml5glzmk-1-e34dc986cdf30c00f09793ab55a5aef3 .av-milestone-indicator{\nbackground-color:#00748f;\n}\n.avia-timeline-container .av-milestone.av-ml5glzmk-1-e34dc986cdf30c00f09793ab55a5aef3 .av-milestone-article-footer{\nbackground-color:#00748f;\n}\n<\/style>\n<div  id=\"avia-timeline-1\"  class='avia-timeline-container av-ml5gng81-ad8573913914422756db5cacc3662377 av-slideshow-ui  avia-builder-el-9  avia-builder-el-no-sibling' ><ul class='avia-timeline avia-timeline-vertical av-milestone-placement-left avia-timeline-boxshadow avia_animate_when_almost_visible avia-timeline-animate'>\n<li  class='av-milestone av-ml5glzmk-d4e70459f5c8ee7b2af471cbe89ddce8 av-animated-generic fade-in av-milestone-valign-baseline av-milestone-odd'><h2 class='av-milestone-date' id='milestone-march-2024' ><strong><\/p>\n<h2 style=\"font-size: 0.8em;\">March 2024<\/h2>\n<p><span class='av-milestone-indicator'><\/span><\/strong><\/h2><div class=\"av-milestone-icon-wrap\"><span class='av-milestone-icon milestone_icon avia-font-svg_entypo-fontello'><span class='av-milestone-icon-inner milestone_inner'><i class='milestone-char avia-svg-icon avia-font-svg_entypo-fontello' data-av_svg_icon='down' data-av_iconset='svg_entypo-fontello'><svg version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"32\" viewBox=\"0 0 21 32\" preserveAspectRatio=\"xMidYMid meet\" aria-labelledby='av-svg-title-1' aria-describedby='av-svg-desc-1' role=\"graphics-symbol\">\n<title id='av-svg-title-1'>Down<\/title>\n<desc id='av-svg-desc-1'>Down<\/desc>\n<path d=\"M21.12 15.488l-10.56 12.16-10.56-12.16h6.144v-11.2h8.832v11.2h6.144z\"><\/path>\n<\/svg><\/i><\/span><\/span><\/div><article class='av-milestone-content-wrap'><div class='av-milestone-contentbox'><header class=\"entry-content-header\" aria-label=\"Milestone: Entry into force at EU level\"><h4 class='av-milestone-title'>Entry into force at EU level<\/h4><\/header><div class='av-milestone-content'><\/div><\/div><footer class='av-milestone-article-footer entry-footer'><\/footer><\/article><\/li>\n<li  class='av-milestone av-ml5glzmk-2-b97463e226e612bb460f05b4b09cc8ca av-animated-generic fade-in av-milestone-valign-baseline av-milestone-even'><h2 class='av-milestone-date' id='milestone-december-2025' ><strong><\/p>\n<h2 style=\"font-size: 0.8em;\">December 2025<\/h2>\n<p><span class='av-milestone-indicator'><\/span><\/strong><\/h2><div class=\"av-milestone-icon-wrap\"><span class='av-milestone-icon milestone_icon avia-font-svg_entypo-fontello'><span class='av-milestone-icon-inner milestone_inner'><i class='milestone-char avia-svg-icon avia-font-svg_entypo-fontello' data-av_svg_icon='down' data-av_iconset='svg_entypo-fontello'><svg version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"32\" viewBox=\"0 0 21 32\" preserveAspectRatio=\"xMidYMid meet\" aria-labelledby='av-svg-title-2' aria-describedby='av-svg-desc-2' role=\"graphics-symbol\">\n<title id='av-svg-title-2'>Down<\/title>\n<desc id='av-svg-desc-2'>Down<\/desc>\n<path d=\"M21.12 15.488l-10.56 12.16-10.56-12.16h6.144v-11.2h8.832v11.2h6.144z\"><\/path>\n<\/svg><\/i><\/span><\/span><\/div><article class='av-milestone-content-wrap'><div class='av-milestone-contentbox'><header class=\"entry-content-header\" aria-label=\"Milestone: Implementation into German law\"><h4 class='av-milestone-title'>Implementation into German law<\/h4><\/header><div class='av-milestone-content'><\/div><\/div><footer class='av-milestone-article-footer entry-footer'><\/footer><\/article><\/li>\n<li  class='av-milestone av-ml5glzmk-1-e34dc986cdf30c00f09793ab55a5aef3 av-animated-generic fade-in av-milestone-valign-baseline av-milestone-odd'><h2 class='av-milestone-date' id='milestone-september-27-2026' ><strong><\/p>\n<h2 style=\"font-size: 0.8em;\">September 27, 2026<\/h2>\n<p><span class='av-milestone-indicator'><\/span><\/strong><\/h2><div class=\"av-milestone-icon-wrap\"><span class='av-milestone-icon milestone_icon avia-font-svg_entypo-fontello'><span class='av-milestone-icon-inner milestone_inner'><i class='milestone-char avia-svg-icon avia-font-svg_entypo-fontello' data-av_svg_icon='down' data-av_iconset='svg_entypo-fontello'><svg version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"32\" viewBox=\"0 0 21 32\" preserveAspectRatio=\"xMidYMid meet\" aria-labelledby='av-svg-title-3' aria-describedby='av-svg-desc-3' role=\"graphics-symbol\">\n<title id='av-svg-title-3'>Down<\/title>\n<desc id='av-svg-desc-3'>Down<\/desc>\n<path d=\"M21.12 15.488l-10.56 12.16-10.56-12.16h6.144v-11.2h8.832v11.2h6.144z\"><\/path>\n<\/svg><\/i><\/span><\/span><\/div><article class='av-milestone-content-wrap'><div class='av-milestone-contentbox'><header class=\"entry-content-header\" aria-label=\"Milestone: Mandatory application by companies\"><h4 class='av-milestone-title'>Mandatory application by companies<\/h4><\/header><div class='av-milestone-content'><\/div><\/div><footer class='av-milestone-article-footer entry-footer'><\/footer><\/article><\/li>\n<\/ul><\/div><\/div><div  class='flex_column av-b0ls3r-2525802f2ab99c3e1a325bd0d11dc64a av_one_fourth  avia-builder-el-10  el_after_av_three_fourth  avia-builder-el-last  flex_column_div'     ><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_3'  class='avia-section av-2jy8wcn-30eef66df518f1556740607855105fda main_color avia-section-large avia-no-border-styling  avia-builder-el-11  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-44135'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-21lz6h3-44d57a38eeaceab51faaf3c97be64b46 av_three_fourth  avia-builder-el-12  el_before_av_one_fourth  avia-builder-el-first  first flex_column_div'     ><section  class='av_textblock_section av-109i47b-15a8b26203dfacba68a087b3f82fa862'   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h3>New guidelines for environmental advertising<\/h3>\n<p>In terms of content, the EmpCo Directive will bring about significant changes to corporate communications. General environmental claims such as \u201cenvironmentally friendly\u201d, \u201cclimate-friendly\u201d, \u201cgreen\u201d or \u201csustainable\u201d will only be permitted in future if they refer to outstanding, specifically verifiable environmental performance. This performance must be objectively proven and directly related to the product or service in question. Environmental claims based solely on compensation measures will no longer be permitted. This means that companies will primarily be able to use environmental claims if they appear on a sustainability label or are clearly and prominently specified on the same medium.<\/p>\n<p>Additionally, eco-labels and sustainability seals will be subject to significantly stricter regulations. Only government-approved seals or those based on a certification system will be permitted in future. This means that they must be open to all companies under transparent, fair and non-discriminatory conditions, and monitored by independent bodies. Proprietary labels or unverified seals will no longer be permitted. Statements about future environmental goals will also only be permitted if they are based on clearly defined, verifiable, time-bound implementation plans.<\/p>\n<p>The implementation of the EmpCo Directive essentially expands the so-called \u201cblack list\u201d in the UWG. Prohibited business practices are always considered unfair, without the need for a case-by-case assessment. Violations can result in warnings, injunctions and significant reputational risks.<\/p>\n<p>Additionally, the implementation law introduces new pre-contractual information requirements. In future, companies will have to inform consumers about environmentally friendly delivery options, product reparability and software update duration, among other things. Furthermore, uniform information on statutory warranty rights will be introduced throughout Europe.<\/p>\n<h3>Action required for companies<\/h3>\n<p>The EmpCo requirements apply to all companies with B2C business models, regardless of industry or size. As these requirements will become binding in September 2026, companies should use the remaining time to prepare accordingly.<\/p>\n<p>Specifically, it is advisable to systematically review all existing communications relating to sustainability and the environment. This includes reviewing advertising claims, product descriptions, packaging, and online presence for general or blanket environmental statements. At the same time, companies should ensure that they have appropriate, documented evidence for any green claims they make. Any environmental labels and sustainability seals used should also be legally assessed. Finally, internal processes and consumer information must be checked for compliance with the new transparency and information requirements, particularly with regard to reparability, software updates and delivery options.<\/p>\n<p>Raising awareness among the relevant departments early on, for instance through internal training and guidelines, can help avoid future liability and legal risks.<\/p>\n<p>Timely adaptation enables companies to meet regulatory requirements and position themselves as credible, transparent market participants, strengthening consumer confidence in the long term.<\/p>\n<p>For further information on the <a class=\"fui-Link ___w5et180 f2hkw1w f3rmtva f1ewtqcl fyind8e f1k6fduh f1w7gpdv f1mo0ibp fjoy568 ff5ikls f1s184ao f1mk8lai fnbmjn9 f1o700av f13mvf36 f1cmlufx f9n3di6 f1ids18y f1tx3yz7 f1deo86v f1eh06m1 f1iescvh fhgqx19 f1olyrje f1p93eir f1nev41a\" tabindex=\"0\" href=\"https:\/\/www.boehmert.de\/en\/empco-directive\/\" target=\"_blank\" rel=\"noopener noreferrer\" type=\"\" data-tabster=\"{\">EmpCo Directive &amp; Green Claims<\/a>, including timelines and practical guidance for compliant sustainability communication, please refer to our dedicated overview page.<\/p>\n<\/div><\/section><\/div><div  class='flex_column av-odfg93-c5379a6026d239607553d9270066adba av_one_fourth  avia-builder-el-14  el_after_av_three_fourth  avia-builder-el-last  flex_column_div'     ><\/div>","protected":false},"excerpt":{"rendered":"<p>Status of the implementation of the Empowering Consumers Directive (EmpCo Directive) in Germany<br \/>\nThe European Union is pursuing the goal of better protecting consumers from misleading environmental and sustainability claims with the Empowering Consumers Directive (Directive (EU) 2024\/825, or EmpCo Directive for short).<\/p>","protected":false},"author":3,"featured_media":30544,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[63],"tags":[],"legal_areas":[221],"class_list":["post-44135","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ip-update-en","legal_areas-unfair-competition"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The status of implementation of the EmpCo Directive in Germany<\/title>\n<meta name=\"description\" content=\"The Empowering Consumers Directive (Directive (EU) 2024\/825) tightens the requirements for so-called green claims. 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