Observed Signal · Jul 17, 2026 · Regulation · Source: t3n · Impact: 4/5 · Sentiment: Negative
EU greenwashing directive forces stricter marketing rules
From 27 September 2026 Germany will implement the Third Amendment to the Unfair Competition Act (UWG) to transpose the EU "Empowering Consumers for the Green Transition" (EmpCo) directive. The change bans vague and unsubstantiated environmental claims in advertising and allows for substantial fines for unverifiable green promises. The rule compels marketing teams and the wider advertising value chain to review claims and documentation across campaigns and communications.
EU-level consumer protection directive implemented in national law creates new compliance obligations and financial risk for advertisers, agencies, and publishers; it will change how environmental claims are made across marketing and advertising value chains.
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Key Takeaways & Evidence Grounding
- From 27 September 2026 Germany will apply the Third Amendment to the Unfair Competition Act (UWG) implementing the EU EmpCo directive.
- The EmpCo implementation prohibits vague and unsubstantiated environmental claims in advertising.
- Companies face significant fines for unverifiable environmental or climate-related promises in marketing.
- The rule requires marketing decision‑makers to audit the entire advertising value chain and communications.
Connected Companies & Entities
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EU Greenwashing Rules Tighten from September 2026
Since September 27, 2026, new EU consumer protection rules on greenwashing and product durability have taken effect in Germany. The EmpCo Directive, implemented via the German Unfair Competition Act (UWG), restricts vague environmental claims like 'climate neutral' or 'sustainable' unless they are backed by verifiable evidence. Carbon offset-based neutrality claims are now considered misleading. Self-created eco-labels are banned unless based on certified or state-backed systems. Future environmental promises must be supported by realistic, measurable, and verifiable plans. Additionally, the rules standardize EU labels for extended durability guarantees and repairability information for electronics and appliances. Consumers are expected to gain clearer insight into product sustainability and lifespan, though enforcement will be key.
Austrian EmpCo Rules Ban Unsubstantiated Green Claims
Starting September 27, 2026, stricter rules on environmental advertising take effect in Austria via the UWG amendment implementing EU Directive 2024/825 (EmpCo). The law adds several forms of green marketing to the 'black list' of unfair practices, meaning unsubstantiated claims like 'climate neutral' or 'eco-friendly' become prohibited without proof of outstanding environmental performance. The use of carbon offsets for product-related climate claims is banned. Sustainability seals must be based on recognized certification systems. The law also restricts misleading statements on product durability and repairability. The Green Claims Directive remains stalled, leaving gaps in the verification framework. Companies face the task of auditing their marketing claims and ensuring compliance.
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.
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