EU Anti-Greenwashing Rules Take Effect, Some Eco-Labels May Not Survive
The EU's Empowering Consumers for the Green Transition Directive (EmpCo) took effect Sunday, designed to crack down on unsubstantiated sustainability claims. It protects EU consumers regardless of where a company is based, meaning non-EU companies are also covered. Travel and tourism sustainability chiefs welcomed the law, saying it brings greater transparency and consistency. EmpCo bans vague and generic terms and carbon-neutral claims based on offsetting; mandates plans for meeting future climate goals if such claims are made; and introduces stricter rules for sustainability labels, which must be based on a relevant certification verified by a third party or established by a public author…
Impact and considerations
Hotels, OTAs, and travel companies marketing to EU consumers, wherever headquartered, must align environmental marketing and eco-labels with EmpCo. Offset-based carbon-neutral claims are banned, and labels must be third-party certified or publicly established, meaning non-compliant labels may be forced out of the mark…
Key points
- The EU's Empowering Consumers for the Green Transition Directive (EmpCo) took effect Sunday, designed to crack down on unsubstantiated sustainability claims.
- It protects EU consumers regardless of where a company is based, meaning companies outside the bloc are still covered.
- Travel and tourism sustainability chiefs welcomed the law, saying it brings greater transparency and consistency.
- EmpCo bans vague and generic terms and carbon-neutral claims based on offsetting; if future climate goals are claimed, plans for meeting them are mandated.
- Sustainability labels must be based on a relevant certification verified by a third party or established by a public authority; the rules cover comparison tools and eco-labels on hotels.
Sources and time
- Primary source
- Skift
- Other sources
- 0
- First source publication
- 29 Sept 2026, 19:45
- Page published
- 29 Sept 2026, 19:54
- Last updated
- 29 Sept 2026, 19:45
- Original links
- Skift Feed：EU Anti-Greenwashing Rules Take Effect— and Some Eco-Labels May Not Survive (opens in a new tab)Primary source · en · Published 29 Sept 2026, 19:45