Ban on generic environmental claims – greenwashing
On 6 March 2024, Directive (EU) 2024/825 was published, aimed at preventing so-called ‘greenwashing’ commercial practices, as well as the use of misleading labelling in relation to sustainability – for example, in brand names and/or company names, Known as the EmpCo Directive, once transposed into national law, it will apply to companies from 27 September 2026. It is vital that company owners and managers familiarise themselves now with these important rules, as dealt with in this blog. Among other things, the EmpCo Directive protects consumers against what are considered unfair commercial practices. This article will focus on one of these, namely the prospective ban on making any generic environmental claim about a product, brand or business, for which the trader is not able to demonstrate recognised excellent environmental performance that is also relevant to the claim.