From September 27, 2026 Stricter rules now apply in Germany to environmental claims in advertising and communications. The EmpCo Directive is intended to protect consumers from misleading environmental claims and greenwashing, and has already been transposed into German law—terms such as “sustainable,” “green,” or “environmentally friendly” used without verifiable evidence are now officially grounds for a cease-and-desist letter. Those who fail to act now risk receiving warnings—and reputational damage.
There's still time to set the right course. This short checklist will help you get started:
☐ Assessment: Have all environmental claims on the website, social media, packaging, and promotional materials been identified and reviewed?
☐ No sweeping generalizations: Are terms like “climate-neutral,” “sustainable,” or “eco-friendly” still being used without concrete evidence?
☐ Claims made: Are environmental claims backed by independent bodies or recognized certifications?
☐ Climate neutrality communicated correctly: Are emissions reductions and offsets clearly and separately reported?
☐ Specificity rather than vagueness: “30% less CO₂ in production” is legally sounder—and more convincing—than “environmentally friendly.”
☐ Internal audit procedure established: Is there an approval process before environmental communications are published?
Taking action now not only protects you from the risk of legal warnings—it also builds genuine credibility with customers, partners, and the media.
Grüne Welle Kommunikation helps companies in the DACH region develop legally sound, substantive, and effective sustainability communications—from verifying their claims to developing their media strategy.
Please feel free to contact me.