New EU clear rules for climate action communication

When you pause briefly in the supermarket to pick up a product, you often decide within seconds whether to put it in your shopping cart. Packaging, colours, and words immediately convey how sustainable a product appears to be. Terms such as “environmentally friendly”, “sustainable”, or “eco-friendly” are quick reference points but empty slogans.
Consumers find it difficult to assess which statements are trustworthy, and which are primarily intended to influence their purchasing decisions. This is where the Empowering Consumers Directive (EmpCo) comes in. It tightens and clarifies existing rules against misleading environmental communication by creating standards across the EU.