EmpCo Insights 2
The EMPCO Directive regulates green claims. An outlook on its practical implications for marketplace operators and brands.
New guardrails for sustainability communication
The European Green Deal is creating a binding framework for the communication of environmental aspects through new regulations such as the EMPCO Directive (Empowering Consumers for the Green Transition). Its goal is to protect consumers better and replace vague advertising promises with substantiated facts. For stakeholders in e-commerce, this means a professionalization of sustainability communication that goes far beyond purely cosmetic marketing.
A clear distinction of responsibilities is crucial here: while we, as marketplace operators, are responsible for general platform communication and the structural presentation of information, responsibility for specific product details and their legal substantiation lies with the respective retailers and manufacturers. This clear division of tasks is the basis for legally compliant collaboration on digital platforms.
Continuity through high standards: the Avocadostore perspective
For Avocadostore and the presentation of sustainable products on our platform, the EMPCO Directive does not represent a radical change in content, but rather confirms the path we have been following for more than 15 years. Since we already apply strict criteria to product presentation, little will change in our approach.
A central aspect of EMPCO is the prohibition of general statements such as “environmentally friendly” or “ecological” if these cannot be substantiated in detail. This has long been standard practice for us: we avoid generalizations and instead require transparency and honest communication about the sustainability characteristics of products. Another important point of the new directive concerns sustainability labels. Here too, we have for years not accepted proprietary brand labels that cannot demonstrate independent verification. Instead, we consistently rely on recognized, high-quality certifications. The regulation therefore supports our commitment to transparent information, enabling end customers to make a well-founded assessment of a product’s sustainability.
Guidance and education as key needs
The new legislation is creating a noticeable uncertainty in the market. Since the precise legal interpretation and future case law are still evolving, many brands face the challenge of validating their communication strategies.
From our perspective, “education” is currently the most important need. Brands and retailers require support in preparing their existing data in a way that meets the new requirements for substantiation and transparency. The aim is to provide knowledge on how complex sustainability achievements can be formulated precisely and in a legally compliant manner. We see the EMPCO Directive as an opportunity: it creates fairer competitive conditions by strengthening those market participants who already communicate honestly and on a sound factual basis today. Establishing clear guardrails is a necessary step to secure the long-term credibility of the entire industry.
Written by Johannes Hilla
>> See further insights on design and upcoming regulations at Normina