Many retailers and brand owners are currently reviewing packaging and product communication as new EU rules on environmental claims come into force. At Ontex, our experts are helping customers understand what these changes mean in practice and how they can continue communicating sustainability efforts clearly and credibly.
Turning regulation into practical guidance
Starting September 27, 2026, the EU’s Empowering Consumers for the Green Transition Directive (EmpCo) introduced stricter requirements for environmental claims. The objective is simple: consumers should be able to trust that environmental statements are clear, specific and supported by evidence.
“It raises the bar for environmental communication,” says Ana Milena Ferreira Castro, Group Regulatory Advocacy Specialist. “In practice, claims such as ‘eco-friendly’ or ‘sustainable’ are no longer enough on their own. The same is true for claims referring to recycled content, renewable materials or carbon reductions. Companies need to explain the specific environmental benefit behind a claim and demonstrate the evidence supporting it. As a result, packaging, consumer information and marketing materials often need to be reviewed and updated.”
These higher expectations are closely linked to growing consumer demand for clear and trustworthy sustainability information. According to a major study by the European Consumer Organisation (BEUC)*, nearly half of consumers (48%) prefer buying products with an environmental label, yet 50% feel that green claims are often just marketing techniques. Furthermore, 75% of consumers believe environmental claims should be pre-approved or verified before being used.
Supporting customers through the transition
By September 2026, Ontex and its customers had reviewed our full European portfolio covering all products featuring environmental claims, identifying where claims, packaging communication or consumer information may need updating as requirements evolve.
“It is our job to support customers navigate these changes with confidence,” says Els Cools, Commercial Sustainability Manager. ” We bring together sustainability, regulatory and commercial expertise to assess how changing requirements may affect products and claims.”
This can include helping a customer understand whether there is enough evidence to support a claim, discussing alternative wording where needed, or advising on the use of recognized sustainability labels and certifications.
Looking ahead
The introduction of EmpCo is an important step towards greater transparency for consumers. As expectations around environmental communication continue to evolve, Ontex remains committed to working with customers to build claims that are clear, evidence-based and credible.
