With the arrival of the Empowering Consumers for the Green Transition (ECGT), also known as the EmpCo Directive (2024/825), the way companies communicate about sustainability is changing fundamentally.
New regulation on sustainability claims (ECGT)
With the arrival of the Empowering Consumers for the Green Transition (ECGT), also known as the EmpCo Directive (2024/825), the way companies communicate about sustainability is changing fundamentally.
From 27 September 2026, all product claims must be:
- specific
- substantiated
- not misleading
Generic terms such as "eco", "green" or "environmentally friendly" are no longer sufficient.
This regulation has a direct impact on companies in:
- food & beverage
- feed & agri
- cosmetics
- packaging
What is ECGT and why does it matter?
The ECGT Directive was introduced to:
- tackle greenwashing
- better protect consumers
- guarantee transparent communication
In Belgium, this regulation is integrated into the Code of Economic Law (Book VI – Market Practices and Consumer Protection).
Companies that aren't compliant risk:
- legal sanctions
- reputational damage
- changes made under time pressure
ECGT regulation: what's actually changing?
Ban on generic environmental claims
Product claims such as:
"eco-friendly", "sustainable", "climate-friendly", "biodegradable" are only permitted if they are:
- concrete
- demonstrable
- correctly worded
Stricter rules for sustainability labels
- Labels without certification will be banned
- Private labels without clear substantiation will disappear
- Interpretation is done from the consumer's perspective
CO₂ and climate claims under pressure
- Product claims based on compensation (offsetting) will be banned
- Only real, measurable impact counts
- Forward-looking product claims will be strictly regulated
AMNorman ECGT services: from analysis to compliance
AMNorman helps you make your product claims and labels fully ECGT-proof.
ECGT product claim & label screening
We analyse:
- labels and packaging
- marketing and website
- commercial communication
You get insight into risks and priorities.
Who is ECGT relevant for?
This regulation applies to any organisation that makes product claims towards consumers:
- food companies
- animal feed companies
- the cosmetics sector
- the packaging industry
- retailers and private label players
Why choose AMNorman?
- Expertise in quality, compliance and labelling
- Practical approach, no theoretical advice
- Experience in food, feed, packaging and cosmetics
- Focus on results and implementation
We make sure your product claims aren't just compliant, but keep working in the market.
ECGT Quick Scan: start today
Want to know whether your product claims and labels are still permitted? Start with an ECGT Quick Scan and get:
- insight into your risks
- concrete improvement actions
- clear priorities
Frequently asked questions about ECGT
What is the ECGT Directive?
The Empowering Consumers for the Green Transition (ECGT) Directive, also known as the EmpCo Directive (2024/825), aims to tackle greenwashing, better protect consumers and ensure transparent communication. In Belgium, these rules are being incorporated into the Code of Economic Law (Book VI – Market practices and consumer protection).
When do the new rules apply?
From 27 September 2026, all product claims must be specific, substantiated and not misleading.
Can I still use claims such as "eco" or "sustainable"?
Generic terms such as "eco", "green" or "environmentally friendly" are no longer sufficient. Claims such as "eco-friendly", "sustainable", "climate-friendly" or "biodegradable" are only allowed if they are concrete, demonstrable and correctly worded.
What changes for sustainability labels and climate claims?
Labels without certification are banned, and private labels without clear substantiation will disappear. Product claims based on offsetting are banned: only real, measurable impact counts, and future-oriented product claims are strictly regulated.
Which companies does ECGT apply to?
Any organisation that makes product claims aimed at consumers: food companies, feed companies, the cosmetics sector, the packaging industry, retailers and private label players.
How does AMNorman help with ECGT compliance?
With an ECGT Quick Scan, we analyse your labels and packaging, your marketing and website, and your commercial communication. You gain insight into your risks, concrete improvement actions and clear priorities.
Further reading in our knowledge centre
