As the European Union tightens rules on environmental marketing, one key legislative development—the Empowering Consumers Directive (ECGT) —will shape how businesses communicate sustainability. These changes affect marketing, compliance, sustainability, product development, and supply chain teams, with strategic relevance for senior executives and boards.

What is the ECGT?
The ECGT strengthens consumer protection by prohibiting vague or misleading environmental claims unless they are substantiated. Future-oriented claims, such as climate neutrality targets, must be backed by verifiable evidence.

DOs: best practices for compliance:

• use clear, verifiable data;
• specify whether claims refer to the whole product, a part, or a specific production stage;
• ensure claims are not misleading in scope or implication;
• only use environmental labels based on recognised certification schemes or public authority endorsement.

DON’Ts: common pitfalls to avoid:

• vague terms like “eco-friendly” without explanation;
• relying solely on offsetting for climate claims without substantiation;
• environmental labels not backed by credible certification or official schemes;
• environmental claims that cannot be verified with accessible, credible evidence.