The EmpCo Directive brings an end to “greenwashing”
The key question on everyone's mind is “what does the EmpCo Directive bring and how to prepare?” If that question is also bothering you, you are in the right place!
Do you plan to highlight in your company's marketing materials and website that you are „eco-friendly“, „green“ or „CO₂ neutral“? It is time to put the brakes on. From 27 September 2026. comes into force in the year European EmpCo Directive which completely changes the game rules in communication with consumers.
In a sea of business announcements and advertisements, terms like „sustainable“, „eco“ and „climate-friendly“ have become everyday occurrences. However, how much genuine green policy is hidden behind those attractive phrases? The European Union is putting an end to marketing tricks and so-called greenwashing by adopting a new EmpCo Directive (EU 2024/825) on empowering consumers for the green transition.
New legislative amendments have also been implemented into the Croatian legal system through amendments Consumer Protection Act (OG 59/26), which means that entrepreneurs have less and less time to adapt.
What does the EmpCo Directive introduce precisely?
The tourism sector traditionally likes to boast about natural beauty and „sustainable business“. However, under new regulations, it will no longer be enough to state in a free-form hotel, agency or campsite description that you are „eco“ or that you „care about the planet“.
In practice, this brings about three major changes:
- End of general claims: The use of terms such as „eco-friendly accommodation“ or „eco-friendly travel“ without concrete data and certification will become illegal.
- Verifiable certificates: Green labels and certificates must come from recognised, independent bodies. Internally created „eco-labels“ without substance lose all value.
- Review of communication materials: All companies are required to thoroughly review and adjust all promotional content, from websites and brochures to advertising campaigns.
How to check if you meet the new conditions?
Given that adapting to new rules requires expert knowledge and a timely response, numerous training sessions and initiatives are being organised. For example, ahead of the official start of the directive's application, the Good Tourism Institute is organising a free webinar aimed at tourism professionals. There, tourism workers can get concrete guidance, as well as check in advance whether their existing marketing claims meet the strict criteria of the EmpCo Directive.
Who does the new regulation concern?
These rules do not choose the industry, they apply to all economic operators communicating with consumers in the territory of the European Union, regardless of their size or annual turnover.
This directive presents a particular challenge to the tourism sector, which relies heavily on sustainability labels, green certificates and promotional campaigns targeting environmentally conscious travellers. Travel agencies, hoteliers and other businesses operating in the tourism sector will need to review their websites, brochures, social media and word-of-mouth messaging in detail and align them with the new legal framework.
Sustainability as a reality, not a marketing gimmick
The EmpCo Directive doesn't mean the end of green business; quite the contrary! It represents an opportunity for all those tourism operators who genuinely invest in sustainable development, energy efficiency, and environmental conservation. The time when empty phrases could be used as a quick lure for guests is slowly coming to an end. The focus is now on transparency, measurable results, and a real contribution to the green transition.
