EU EmpCo Rules Raise the Bar for Environmental Product Claims
EU EmpCo Rules Raise the Bar for Environmental Product Claims
The application of the EU's Empowering Consumers for the Green Transition rules begins on 27 September 2026. Furniture, architectural finishes, protective films, coatings and surface-chemical suppliers will need clearer evidence for broad claims such as “green”, “environmentally friendly” and “sustainable”.
Directive (EU) 2024/825 entered into force in 2024. Following national transposition, Member State measures are due to apply from 27 September 2026. The legislation seeks to protect consumers from misleading environmental marketing and improve the reliability of product information.
General green claims require substantiation
Broad terms such as green, ecological, environmentally friendly or sustainable may no longer be used without recognised excellent environmental performance or clear, specific substantiation.
This does not prohibit environmental communication. It requires companies to define what a claim refers to and maintain evidence supporting it. A recycled package, for example, does not automatically justify describing the entire product as sustainable.
European Coatings recommends reviewing claims used on websites, social media, packaging, product sheets and technical documentation. Existing data, certificates and test reports should be collected and linked to the specific statements they support.
Sustainability labels face closer scrutiny
Company-created environmental labels and symbols are also affected. Environmental marks should be based on recognised certification schemes or established by public authorities.
Reuters reported that the rules also restrict product-level climate-neutral claims based on carbon offsetting. The overall principle is that marketing language must remain clearly connected to verifiable product characteristics.
What should furniture and surface businesses review?
Relevant claims may concern bio-based raw materials, recycled content, low VOC levels, PVC-free composition, extended service life, reusability or recyclability.
A technically recyclable layer does not necessarily make a complete multilayer product recyclable. Adhesives, top coats, carrier films, separation methods and available collection infrastructure may all affect the real end-of-life outcome.
Claims that a protective film extends furniture life or reduces waste should also identify the use conditions, reference scenario, measurement method and period being evaluated.
B2C rules may influence public B2B material
EmpCo is fundamentally consumer-protection legislation and primarily targets B2C communication. Public websites, brochures and technical documents, however, are often accessed by both businesses and consumers.
For that reason, many manufacturers are expected to apply stronger substantiation standards across their broader marketing and technical communication.
Relevance for Turkish exporters
The Directive does not automatically govern communications aimed solely at Türkiye's domestic market. Turkish furniture, film, coating and chemical companies selling to consumers or trading within the EU should nevertheless review the applicable national rules in their target markets.
Environmental statements used on EU-facing packaging, catalogues and websites should be documented. A property belonging to one component should not be presented as the environmental performance of the complete product.
MKK® Sector Assessment
For architectural wrapping and surface protection, the main change is that service-life and waste-reduction claims will need measurable boundaries. Protecting or renovating an existing surface may reduce material consumption, but the comparison scenario and evidence should be made explicit.
A surface-protection system should be evaluated as a combination of film, top coat, adhesive and substrate. Specific, verifiable information is safer and more useful than a broad phrase such as environmentally friendly film.
Digital records can document the product code, substrate, installation date, warranty and care instructions. They do not, on their own, prove environmental performance. Supporting tests, certificates, lifecycle data or other evidence directly related to the claim remain necessary.