Duni says EmpCo rules raise bar for consumer green claims, warns of uneven national enforcement

Duni flagged new EU EmpCo rules on consumer-facing environmental claims, effective Sept. 27, 2026, raising the minimum standard for sustainability messaging. Claims must be clear, specific, evidence-backed; broad terms such as “green” or “environmentally friendly” may be challenged without relevant performance proof. Self-created sustainability labels will be restricted unless tied to a certification system or introduced by public authorities, tightening controls on perceived third-party verification. Implementation via national laws could drive uneven interpretation across EU markets, increasing compliance risk for multinational product and packaging claims. With the Green Claims directive delayed, EmpCo becomes the highest applicable benchmark for consumer sustainability claims across EU member states. Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Duni AB published the original content used to generate this news brief via