INDEPENDENT. RECOGNIZED. SECURE.
Legally sound certification:
Get free adviceEmpCo fact sheet
A 2025 study by The Goodwins analysed environmental claims in print advertising. More than half of them would no longer be permissible under the EmpCo Directive. In retail and the beverage industry it is up to three quarters. The most common problem is always the same: missing evidence and missing independent verification.
over 50 %
of the analysed environmental claims in print advertising would be inadmissible from 2026
up to 75 %
in the retail and beverage industries
27
EU member states have transposed the directive into national law since the end of March 2026
27 Sep 2026
from this date the rules apply in practice
Summary only
This page gives the key points. The document itself contains every source, derivation and piece of evidence in full.
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Environmental claims such as “recyclable”, “XX % recycled content”, “microplastic-free”, “dispose of with waste paper” or “plastic-free” may only be used from September if they are substantiated by independent third-party certification based on standards and legislation. Self-made labels and pure self-declarations are prohibited; injunctions and penalties are possible.
The directive applies across the EU and therefore to everyone placing products on the European market. It affects every company that puts an environmental claim on its goods or advertises with one online. According to the study, the cosmetics, cleaning, food, beverage and furnishing sectors are particularly affected.
Private-label manufacturers and retail brands have their own route: the supplier has itself certified together with its upstream supply chain, and the brand owner receives a sub-licence on that basis, without having to demand access to the supplier’s sensitive supply chain data.
Source: The Goodwins (2025): State of Green Claims Report, thegoodwins.de
As of: April 2026
Editorial responsibility: Malte Biss, Managing Director of flustix GmbH
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