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ARTICLE · 08 OCTOBER 2026

The EU EmpCo Directive: New Greenwashing Rules Now In Force

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For businesses that sell to EU consumers, this alert highlights why the new greenwashing rules matter now, including for packaging, websites, advertising, brand and product names, and sustainability labels. The rules apply now and can also reach non-EU businesses and financial services firms dealing with EU consumers.

GlobalEnvironment
Matt Feehily
Matt Feehily
Leah Malone
Leah Malone
Seungyeon Anderson
Seungyeon Anderson

For businesses that sell to EU consumers, this alert highlights why the new greenwashing rules matter now, including for packaging, websites, advertising, brand and product names, and sustainability labels. The rules apply now and can also reach non-EU businesses and financial services firms dealing with EU consumers.

Overview

On 27 September 2026, new rules to strengthen EU consumer protection against greenwashing went into effect. The “EmpCo Directive” (full name: “Directive as regards empowering consumers for the green transition through better protection against unfair practices and through better information”) introduces new, more specific, restrictions on businesses in their dealings with consumers through targeted amendments to the Unfair Commercial Practices Directive (“UCPD”) and the Consumer Rights Directive (“CRD”).

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