Let's kill 'eco-friendly': what the EmpCo Directive means for your green claims

Since 27 September 2026, the EmpCo Directive and the Belgian law transposing it can make vague green claims such as ‘eco-friendly’ unlawful in themselves. We explain the difference between the black list and the open norm, Belgium’s six-month enforcement pause for old stock, and what the new article 7(7) means for sustainability filters on your webshop.