What are the future rules for advertising with environmental claims? And where does forbidden "greenwashing" begin? The EU has adopted new requirements with the EmpCo Directive (Directive (EU) 2024/825 – Empowering Consumers for the Green Transition). Currently, the parliamentary procedure of the Third UWG Amendment Act, implementing this directive into German law, is ongoing. By September 27, 2026 at the latest, these new UWG provisions will be applicable.

Main point: Companies may only make environmental and sustainability claims which are clear, verifiable, and substantiated. Vague terms such as "environmentally friendly" or "sustainable," uncertified seals or claims like "climate neutral" based solely on compensation, will be prohibited in the future.

Consumers must be able to access proofs directly in advertisements or via QR codes. Violating these new rules can result in warnings and possibly even fines.

More information: Federal Government's draft law "Third Act to Amend the Act Against Unfair Competition" on the Bundestag website.