Evidence based sustainability claims
The EU Empowering Consumers for the Green Transition Directive (EmpCo) marks a fundamental shift in how environmental claims can be made.
From 27 September 2026, consumer-facing sustainability claims must be clear, specific, substantiated and non-misleading, backed by verifiable evidence.
This document explains what that means for destinations, tourism businesses and event organisers and highlights the opportunity behind the risk.
Organisations that invest in evidence and verification can move beyond generic claims and greenwashing, communicate with confidence, and turn sustainability communication into a strategic asset.
The message: don’t say less, say better.