Given the EU Commission’s recent pushback on the Green Claims Directive, how can we ensure regulatory frameworks drive environmental transparency without creating disproportionate burdens for companies — especially SMEs — operating within the Single Market?
2 answers yet
Anonymous User
HI Anna and Julia,
my thoughts I would like to add on this topic:
It’s important to clarify that while the Green Claims Directive has recently faced delays and political pushback, the Empowering Consumers for the Green Transition Directive (EmpCo Directive) has already been adopted and remains in force (Due Date is September 2026!). This means companies are still required to ensure that any environmental claims are clear, truthful, and substantiated, even without the ex-ante verification that would have been introduced under the Green Claims Directive.
Fortunately, EmpCo is relatively low-threshold and pragmatic in its requirements, making it feasible for SMEs to implement without excessive administrative burden. However, the key lies in building reliable internal systems for data collection — starting now. Even if full life-cycle assessments are not required, any environmental claim must be backed by verifiable, product-relevant data.
SMEs should focus on a few material sustainability features of their products and ensure these are tracked and substantiated with consistency. Clean, auditable data forms the foundation for compliant and credible claims — and building that foundation early allows companies to respond flexibly and safely as regulatory expectations evolve.
Green claims must still be backed by verifiable evidence under the EmpCo Directive and existing consumer protection laws.
Anonymous User
Hi Anna, thanks for that great questions!
we recently discussed this question in our Beyond Compliance conversation with Dieter Overath together with Stefanie Kuhnhen (Chief Strategy Officer at Serviceplan Co-author of Superpower Sustainable Marketing) or Prof. Dr. Anne-Christin Mittwoch (Of Counsel at Graf von Westphalen and member of the Green Trade Team).
Stefanie for example pointed out that sustainability can either become an empty word — or a real superpower for brands, growth, and society. She argued that clear narratives and credible data are essential to avoid greenwashing and to turn regulation into opportunity.
And on the other hand Prof. Dr. Anne-Christin Mittwoch highlighted that voluntary standards are not enough. Strong legal frameworks like the #CSDDD (and potentially the Green Claims Directive) are needed to ensure claims are trustworthy and not just shifting responsibility down the supply chain.
Both perspectives suggest that the balance lies in making regulations enforceable but paired with practical guidance, so companies, especially SMEs, can comply without getting stuck in bureaucracy, while still building the transparency stakeholders expect. I linked both interview so let me think what you think!