EU consumer directive mandates proof for green claims

Duni Group, a major player in the sector, has publicly backed the shift, viewing the new standards as a necessary tool to combat greenwashing. The directive prohibits the use of internal, unverified sustainability symbols, mandating that any label must stem from recognized certification schemes or public authorities. For businesses, this means generic marketing slogans will no longer suffice; all environmental claims must now link directly to specific products, materials, or documented performance improvements.

Despite the push for clarity, the directive presents operational hurdles. Because enforcement falls to individual member states, companies face the risk of fragmented interpretation across different markets. Erik Lindroth, Sustainability Director at Duni Group, notes that the lack of a transition period complicates compliance for products already in distribution pipelines. With the broader Green Claims Directive currently postponed, the EmpCo rules now serve as the primary legal benchmark for environmental communication. Firms are now prioritizing robust internal verification processes to ensure that their sustainability messaging aligns with these stricter, scientifically-backed expectations.