‘Sustainable’, ‘environmentally friendly’, ‘climate-neutral’: words like these roll off the tongue easily. From 27 September 2026, it will be more important than ever to weigh them up carefully beforehand. An amendment to the Unfair Competition Act (UWG) tightens the rules governing environmental and sustainability claims, thereby implementing large parts of the EU Directive ‘Empowering Consumers for the Green Transition’, or EmpCo for short. It applies to all businesses that communicate with consumers, including small ones.

From product labels to press releases

This affects climate, environmental, sustainability and social claims relating to products, services or the company itself. This ranges from packaging, via websites and social media, to product names, logos and graphic representations. Anyone advertising fair working conditions, human rights or animal welfare must also be able to substantiate these claims. Even a slogan such as ‘sustainable employer’ can become legally relevant as soon as it is directed at consumers. Purely B2B communication is generally exempt.

No more green platitudes!

General environmental claims are now only permitted if they are backed by recognised outstanding environmental performance. According to the Austrian Chamber of Commerce (WKO), this includes, for example, the EU Ecolabel, national ecolabels in accordance with EN ISO 14024 Type I, or Class A energy efficiency. Specific claims remain permitted provided they are accurate, unambiguous and verifiable.

For example: ‘Our hotel is sustainable’ is too vague. ‘Our hotel uses 100 per cent green electricity’ can be verified, provided the claim is correct. And the specific details must appear where the claim is made: on the same packaging, in the same advert, on the same website. A link or QR code to the supporting evidence is not sufficient.

A product may no longer be advertised as ‘climate-neutral’ if this is based solely on CO₂ offsetting. Anyone promising to be “climate-neutral by 2030” must have a detailed, realistic implementation plan with measurable targets, which is regularly reviewed by independent experts. Sustainability labels are now only permitted if they are based on a recognised certification system or have been established by the state. The self-designed green leaf on the packaging has therefore had its day.