The Dutch competition authority, ACM, has announced that stricter rules regarding sustainability claims will come into effect on 27 September 2026. This change is in line with the European directive known as Empowering Consumers for the Green Transition (EmpCo or ECGT directive).

These new regulations will clarify and tighten existing rules on unfair commercial practices, particularly concerning misleading sustainability claims. ACM urges businesses to review their current sustainability claims to ensure compliance with the upcoming requirements.

Martijn Ridderbos, a member of ACM's board, emphasized the importance of clear and independent sustainability claims, stating that the new rules will help consumers make better comparisons between products and ensure fair competition among businesses.

Under the new rules, terms like 'green', 'environmentally friendly', or 'ecological' can only be used if they are supported by clear explanations or adhere to strict standards. Additionally, sustainability labels must meet criteria such as independent verification and transparency, with private labels lacking independent checks being banned.

The directive also introduces new information obligations for businesses regarding product lifespan, repairability, and the use of non-original components. A standard label for warranties will be implemented, and comparison websites will need to enhance transparency in their sustainability assessments.

Businesses with old stock that does not comply with the new rules may face challenges, particularly for products with low turnover rates. The Consumer Protection Cooperation Network (CPC) has provided guidance on how to handle such situations, allowing for transitional measures in specific cases.

ACM is also updating its guidelines on sustainability claims in collaboration with other European regulators, ensuring that businesses have clear guidance on compliance with the new regulations.