Fairtrade and the EU Empowering Consumers Directive
Consumer trends indicate that the appetite for sustainable products is not slowing down. But how can consumers make informed choices and trust the marks they see on pack? The EU Empowering Consumers Directive aims to address this challenge by bringing greater clarity to an increasingly crowded sustainability landscape. It seeks to reduce greenwashing and distinguish credible certification schemes from labels with limited impact.
What is the EU Empowering consumers directive?
The EU Empowering Consumers Directive (EmpCo) aims to protect consumers from misleading environmental claims and labels.
The directive, which becomes applicable to businesses operating in the EU in September 2026, prohibits vague, unsubstantiated environmental claims, bans climate neutrality marketing based solely on offsetting and claiming that a product has a neutral, reduced or positive impact on the environment, and requires independent verification for sustainability labels.
Formally approved on 15 June 2024, it stipulates that all EU Member States must transpose its provisions into national law by 27 September 2026.
The role of Fairtrade
As expectations around transparency grow, certifications like Fairtrade play a vital role in helping companies meet these requirements. In addition, the Fairtrade Mark enables clear, on-pack communication backed by rigorous standards and independent verification, strengthening consumer trust.
At Fairtrade, we believe this Directive can play an important role in supporting trustworthy labels, ensuring a level playing field, and ultimately enabling consumers to more easily support products and businesses that drive environmental and indirectly also social change.
About certification
Currently, the main Fairtrade certification body for Fairtrade is FLOCERT. A certification body who is ISO-17065 accredited.
The ISO-17065 accreditation is the leading internationally recognized quality norm worldwide for bodies operating a product certification system. FLOCERT follows the norm in all certification operations and is itself subject to external audits by the German accreditation body, (Deutsche Akkreditierungsstelle – DakkS).
About the Fairtrade Mark
Since 2021, the FAIRTRADE label has been registered as a European Certification Mark and is known as a sustainability label. It is based on a certification scheme, which meets the requirements defined by EmpCo, especially when it comes to the monitoring of compliance.
Fairtrade’s Standards are the foundation of the organisation and provide the framework and guidance for certified traders and producers. The Fairtrade certification is transparent and fair, and open to producers and traders willing and able to meet its requirements.
Requirements and Fairtrade: in more detail
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Open and fair access
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Developed with experts and stakeholders
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Clear procedures in case of non-compliance
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Independent third-party audit
More than a label
We don’t just label products as ethical: we create real sustainable change by more equitably distributing resources to the beginning of the supply chain, leveraging local and regional agricultural expertise, and creating standards that protect people and the environment.
Find out more