The legislator has implemented the European ‚EmpCo Directive‘ decided in Germany. This is intended to prevent greenwashing in advertising and misleading practices with environmental claims or sustainability labels. and the competition for environmentally friendly products promoted. The association Trennhinweis e.V., a joint initiative of dual systems in Germany, welcomes the implementation.
Greenwashing, the practice of falsely portraying products or companies as environmentally friendly, is facing new regulations under the EmpCo DirectiveEmpowering Consumers Directive (EU) 2024/825inspected. The directive, which comes into force on 27 September 2026, requires companies to make their sustainability claims clear and verifiable. This is intended to prevent consumers from being misled by deceptive information. The Trennhinweis e.V., a joint initiative of dual systems in
Germany to promote waste separation, expressly welcomes this development.
Separation notice symbol remains unchanged
The symbol for sales packaging provided by Trennhinweis e.V. is not affected by the new legal regulations, as it does not constitute a sustainability label within the meaning of the directive. Instead, it serves to inform consumers about proper waste separation. Proper disposal and separation of packaging reduces resource consumption and CO2 emissions, which has a positive effect on the environment.
Preparing for new requirements
Companies in the packaging industry must already prepare for the upcoming changes, as adapting packaging and advertising campaigns requires significant lead time. The Circular Economy Advice Centre (Trennhinweis e.V.) emphasises that the legal responsibility for complying with the new regulations lies with the manufacturers.
The meaning of waste separation
The Der Trennhinweis e.V. association advocates for the optimisation of the separate collection of packaging waste. The initiative uses clear symbols to provide information on the correct separation and disposal of packaging. This is intended to help more packaging to be recycled to a high standard and returned to the material cycle, ultimately relieving the burden on the environment.
The implementation of the EmpCo directive represents a significant step forward in the fight against greenwashing and promotes fair competition in the area of sustainable products. Companies are now obliged to adapt their packaging and advertising claims accordingly to meet the new requirements.
Source: Trennhinweis e.V.
