From 27 September, your sustainability claim isn't marketing anymore, it is legal evidence
There's a date worth putting in your diary: 27 September 2026. From that day, the EmpCo Directive (Empowering Consumers for the Green Transition) becomes binding for every business that sells products or services to EU consumers regardless of where that business is based. No transition period, no grace window. From day one, claims like "sustainable," "climate neutral" or "environmentally friendly" need to be substantiated, or they simply can't be used at all.