As of 27 September, new EU rules under the Empowering Consumers for the Green Transition Directive (ECGT) apply across Europe, raising the bar for environmental claims and sustainability communications across advertising, social media, packaging, e-commerce and other consumer touchpoints.
To help agencies navigate the new requirements in practice, EACA has published a new Practitioner’s Guide, translating the rules into practical guidance for agencies, advertisers, brands and marketing teams.
Three things the guide will help you understand:
- Which environmental claims are high risk: including generic “green” claims, climate-neutrality claims and future sustainability commitments
- What makes sustainability claims and labels compliant: from substantiation and specificity to independent verification
- What agencies should do now: a compliance checklist to help agencies adapt their communications and processes to the new requirements