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EU pledges pragmatic enforcement of outdated green claims

The European Commission published a joint position on the EmpCo Directive and said it will apply a pragmatic, proportionate approach when enforcing the tightened rules on environmental advertising. The directive raises stricter requirements for environmental claims and sustainability labels; according to the article, those new requirements will apply to advertising and corporate communications from 27 September 2026. The piece was published by Lebensmittelzeitung on 2026-07-01 and flags that Germany faces separate implementation challenges.