The brands Europe trusts are still publishing

The Empowering Consumers for the Green Transition directive, Directive (EU) 2024/825, amends the Unfair Commercial Practices Directive (2005/29/EC) and the Consumer Rights Directive (2011/83/EU) to stop greenwashing and early obsolescence. EU member states had to transpose it by 27 March 2026, and the new rules apply from 27 September 2026 to every business that sells to consumers in the EU. The EmpCo directive explained

EmpCo adds practices to the EU blacklist of commercial practices that are always unfair. Examples: generic environmental claims such as "eco-friendly", "green" or "climate friendly" without recognised excellent environmental performance; sustainability labels that are not based on a certification scheme or set up by a public authority; environmental claims about a whole product or company when they only concern one part; claims that a product is climate neutral, CO2 neutral or has a reduced impact because emissions are offset; and presenting legal requirements as a special feature. Future claims such as "net zero by 2030" are misleading without a detailed, realistic implementation plan that an independent expert verifies.

No. EmpCo bans generic environmental claims that a company cannot back with recognised excellent environmental performance. A specific, verifiable claim stays allowed, for example "packaging made from 80% recycled cardboard". "Sustainable", "green" or "responsible" on their own, without saying concretely what they refer to, become a risk.

Not when the claim rests on offsetting greenhouse gas emissions. From 27 September 2026 claims that a product has a neutral, reduced or positive impact on the environment because emissions are offset are banned in the EU. A company can still report factually on the offsetting projects it supports, as long as it does not present the product as climate neutral.

EmpCo is enforced through the national rules on unfair commercial practices, so consumer authorities such as the ACM in the Netherlands can order changes and impose fines. Under the Unfair Commercial Practices Directive, as amended by the Omnibus Directive (EU) 2019/2161, the maximum fine for widespread infringements must be at least 4% of the trader's annual turnover in the member states concerned, or at least €2 million when turnover data are not available.

Start with an inventory of every environmental claim on your website, product pages, packaging texts, ads and social posts. Then remove or specify generic terms, back claims with recognised labels or verifiable, dated data, drop offset-based neutrality claims, check every sustainability label, and only make future claims with a published, independently verified plan. Typetone does this at scale: it scans all your pages and content against an EmpCo rule set, flags each possible violation with an explanation and a compliant rewrite, and routes it through review before anything changes. Request an EmpCo scan

Article 24(3) of MiFID II requires information to clients, including marketing communications, to be fair, clear and not misleading, and marketing to be recognisable as marketing. Article 44 of Delegated Regulation (EU) 2017/565 adds concrete rules: benefits may not be stressed without a fair and prominent indication of the risks, past performance may not be the most prominent feature and must come with the warning that it is not a reliable indicator of future results, and tax benefits must say that the tax treatment depends on individual circumstances and may change. MiFID II marketing rules

Manual review cannot keep up with thousands of product pages, campaign texts and social posts. Typetone checks financial marketing against MiFID II rules, such as missing risk warnings, past performance without the required warning and tax benefits without a qualifier, flags the passages with an explanation and a compliant alternative, and keeps the approval trail for your compliance team. Talk to Typetone

The Compliance Violation Index by Typetone measures possible regulatory issues on the public websites of Europe's best-known brands. Each edition samples up to 10,000 public pages per company and screens them against rule sets for the EmpCo directive and MiFID II. The index publishes aggregated numbers only: a signal is a possible issue for review, not a legal finding.

A decision model answers one narrow yes/no question per rule for every sampled page, for example whether a generic environmental term is used as a claim without substantiation. A page counts as a signal when the model's probability is at least 0.75. The rule sets were tested against violations that human compliance reviewers had confirmed or dismissed.

The index only shows aggregated numbers from a sample. Typetone can run a full scan of your website and content, with every possible issue, the rule it concerns, an explanation and a suggested rewrite. Request a full scan