EmpCo is now live. So what should your next move be?

Why now is the right moment to join The Anti-Greenwash Charter.

On 27 September, the Empowering Consumers for the Green Transition Directive (EmpCo) began to apply across the EU. It bans generic environmental claims, such as “eco-friendly” or “sustainable”, that cannot be backed by recognised excellent environmental performance, along with claims of carbon neutrality based on offsetting. And it applies to everything still live, not just new campaigns.

For many organisations, the past year has been spent getting ready.

Claims have been audited, vague language retired and evidence rebuilt. It was careful, necessary work. It was also almost entirely invisible.

Don’t fall silent

Having been through that process, it is tempting to conclude that the safest claim is no claim at all. But staying quiet wastes the very thing the audit created. A brand that knows exactly what it can prove is in a stronger position to communicate than ever.

Compliance is the floor. It tells you what you must not say. It does not tell your customers that you can be trusted.

A public layer of protection

The Charter turns private work into public proof. Certified signatories publish a Green Claims Policy, have their communications reviewed on an ongoing basis, and are supported by an independent process for handling concerns. The Charter is not a regulator and does not replace legal obligations, but a documented, independently reviewed approach puts you in a far stronger position if a claim is ever questioned.

That protects your reputation and reduces regulatory and financial risk.

Credibility that sets you apart

The Charter mark is earned, not bought, and certified signatories are actively promoted across Charter channels. As EmpCo pushes the whole market to tone down its language, many brands will start to sound the same. Those that can show their workings will stand out.

Being seen as a responsible communicator becomes a genuine competitive advantage, and a lasting source of trust with your customers.

Why now

Your evidence is current and the people who gathered it are still close to it, so much of what the Charter’s assessment asks for already exists. Those who move first help define what good looks like. And scrutiny of sustainability claims is only increasing.

EmpCo has raised the floor. Joining the Charter shows your standards sit well above it.

Building Trust, Together.

Be Recognised for Responsible Marketing and Communications

👉 Become a signatory of The Anti-Greenwash Charter.
Shape the future of responsible communication and show stakeholders what trusted sustainability leadership looks like.

Join the Charter →