EU EmpCo rules ban unproven green claims for fashion brands from 27 September
The Empowering Consumers for the Green Transition Directive applies from 27 September 2026 to all brands selling in the EU. Sustainability claims need third-party evidence; carbon-neutrality claims via offsetting are blacklisted. A 2020 European Commission study found 53.3% of environmental claims unfounded.
New European Union consumer rules targeting greenwashing apply from 27 September 2026 to every brand that sells in the EU, including fashion, Vogue Business reported.
What EmpCo requires
The Empowering Consumers for the Green Transition Directive (EmpCo) requires sustainability claims to rest on third-party evidence such as certification or a government-backed label. Claims of carbon neutrality based on offsetting are blacklisted. The rules also cover claims about social characteristics.
Why regulators acted
A 2020 European Commission study found 53.3% of environmental claims unfounded and 40% unsubstantiated. Past pressure points for fashion include scrutiny of H&M’s Conscious Collection and fines against Shein — €40 million in France and €1 million in Italy — cited in Vogue’s reporting.
Expert caution and “greenhushing”
Experts including Andreas Rasche of Copenhagen Business School, Alexandra Mihailescu Chicon of RepRisk and Sandra Capponi of Good On You warned of compliance risk and of “greenhushing” — brands saying less about sustainability to avoid scrutiny — according to Vogue Business.
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