How Fairtrade supports compliance with the Empowering Consumers Directive (EmpCo)
The EU’s Empowering Consumers Directive marks a shift in how sustainability claims are regulated and is part of a raft of measures from the EU, aligned to their Green Claims Directive.
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What is the EmpCo Directive?
The new legislation brought in by the European Union is designed to empower consumers and tackle unfair marketing and commercial practices by protecting them from greenwashing, banning misleading or unsubstantiated claims, and help establish a level playing field when it comes to environmental performance of products.
All EU Member States must have implemented the directive into domestic law by March 2026 and begin compliance from 27 September 2026.
The directive has three key provisions:
- Prohibits 12 additional types of environmental claims or practices, including vague terms such as ’eco-friendly’ and unsupported future commitments
- Introduces stricter requirements for sustainability labels, particularly affecting in house schemes
- Requires information on product durability and repairability to be available to consumers before purchase.
What does EmpCo mean for sustainability marks?
An important component of the new legislation will introduce stricter requirements on sustainability marks.
It will look to prevent all quality marks used on products that are without serious, independent certification behind them.
EmpCo distinguishes between two key areas:
1. Sustainability label
A voluntary label (public or private) that distinguishes a product, process, or business activity based on environmental and/or social characteristics.
2. Certification scheme
A scheme in which an independent third party verifies whether a product, process, or business activity meets clear requirements, and the conditions of which are publicly accessible.
In what ways does Fairtrade comply with EmpCo?
The Fairtrade label has existed for more than 35 years and is a voluntary label that stands for fairer trade for people and the environment. And it is the best known and most trusted ethical label globally (Globescan, 2026).
You can find it, for example, on products such as coffee, cocoa, tea and bananas. Fairtrade distinguishes these products from non-certified alternatives based on clear standards and independent verification.
Fairtrade works with standards regarding social, economic, and environmental aspects. These are verified by the independent certification organization FLOCERT.
In addition, Fairtrade International is a member of the ISEAL Alliance and complies with the ISEAL Code of Good Practice : a globally recognized benchmark for reliable, effective, and credible sustainability standards.
How Fairtrade Addresses EmpCo Requirements
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1. Open and honest accessibility
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2. Developed with experts and stakeholders
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3. Clear procedures for non-compliance
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4. Independent verification by a third party
Join our free webinar
Want to learn more? Join us for a free webinar on Wednesday 1 July to discuss how you can navigate the EU Empowering Consumers for the Green Transition Directive (EmpCo). Find more information and register with the link below.
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