Under the title “Greenwashing Adé – What Will Change for Companies in Green Advertising”, Michael Adel, Legal Counsel at the Dortmund Chamber of Industry and Commerce, and Dr Robert Jung provided a practical overview of the new requirements under the EmpCo Directive and their implementation into German law.
From 27 September 2026, significantly stricter requirements will apply to environmental and sustainability claims. General terms such as “sustainable”, “green”, “environmentally friendly” or “climate-neutral” will become legally riskier if they are not specifically explained and supported by reliable evidence. Self-created sustainability labels without a recognised certification system, unclear statements on CO₂ compensation and climate commitments without a realistic implementation plan were also at the centre of the presentation.
Photos: Stefanie Rohmann, Fotowerk Menden
The key message of the evening: sustainability communication remains possible. However, it must be precise, transparent and verifiable. Companies should therefore review at an early stage which environmental claims they use on packaging, websites, social media, flyers and product data sheets. Reliable evidence, clear internal approval processes and the timely involvement of marketing, sales, purchasing and legal are essential.
Many thanks to all participants for the lively exchange and the many questions. The event showed that those who prepare now will not only reduce the risk of warnings and legal action, but will also be able to communicate genuine sustainability achievements more credibly in future.