The European EmpCo Directive (EU), part of the Green Deal, aims to better protect consumers and help them make sustainable choices. The basic principle is that consumers must be able to rely on clear, honest and verifiable information, particularly regarding sustainability. The directive tackles misleading practices that undermine sustainable choices.
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One of the directive's headline measures is a ban on vague environmental language. Terms such as "green", "eco" or "environmentally friendly" will be prohibited unless they are properly substantiated and verified by an independent third party. All environmental claims must be grounded in objective evidence, closing the door on broad, unqualified assertions that have become commonplace in marketing.
The rules around sustainability labels are also being tightened considerably. Only labels issued by independent assessment bodies, such as recognised certification organisations or government agencies, will be permitted. Businesses that have developed their own proprietary labels without external verification will no longer be able to use them.
For those operating in the flowers and plants sector, the practical implications are significant. The directive enters into force on 27 September 2026, from which date regulators will have the power to enforce it. From that point, any claim made about flowers or plants must be backed by concrete, verifiable evidence from a third party.
In practice, this means that visual cues such as flying bees, leaf icons or other "green" imagery may only be used where the implied benefit, for example, "bee-friendly", is demonstrably accurate. Terms like "sustainable", "climate-neutral" or "environmentally friendly" require a clear explanation and supporting evidence. Certification marks or self-created labels without independent backing will not be permitted. Businesses should also note that meeting standard legal quality requirements cannot be presented as a distinguishing sustainability feature, if everyone must comply, it cannot be marketed as a differentiator.
