Observed Signal · Sep 25, 2026 · Policy Update · Source: Trending Topics (DACH/CEE Innovation & Tech) · Impact: 4/5 · Sentiment: Negative
EU Greenwashing Ban: Germany, Austria Granted Grace Periods
The EU's EmpCo directive, banning unsubstantiated green advertising claims, takes effect this weekend. Germany and Austria have introduced transition periods, sparking controversy. Germany's Bundestag passed an amendment to the UWG, making cease-and-desist orders for EmpCo violations subject to proportionality for two years. Austria allows goods already produced to be sold with previous environmental claims for up to three years. Greenpeace Austria and ÖKOBÜRO have filed a complaint with the European Commission, arguing the Austrian transition period is not foreseen in the directive and is therefore contrary to EU law. They cite a legal opinion by Franz Leidenmühler. The Commission must now decide whether these national deviations comply with the directive.
This EU directive directly impacts how all companies in Germany and Austria (and the EU) can make environmental claims, significantly affecting marketing and advertising practices across the region.
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Key Takeaways & Evidence Grounding
- The EU EmpCo directive, banning unsubstantiated green claims, takes effect this weekend.
- Germany's Bundestag passed an amendment to the UWG, making cease-and-desist orders for EmpCo violations subject to proportionality for two years.
- Austria allows goods already produced to be sold with previous environmental claims for up to three years.
- Greenpeace Austria and ÖKOBÜRO have filed a complaint with the European Commission against Austria's transition period.
- A legal opinion commissioned by Greenpeace concludes that Austria's three-year transition period is contrary to EU law.
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