Green claims from September 2026: what EmpCo and the UWG mean for building product manufacturers

What is it about?

»Sustainable«, »climate-friendly«, »CO₂-reduced« or »recyclable«: environmental and sustainability claims have long been part of how building products are communicated. At the same time, the requirements for how such claims are backed up and communicated are rising.

The EmpCo Directive (the EU Directive on Empowering Consumers for the Green Transition) has been transposed into German law. Since 27 September 2026, the Gesetz gegen den unlauteren Wettbewerb (UWG, the German Act against Unfair Competition) has set new requirements for environmental and sustainability claims. For building product manufacturers, this is particularly relevant when websites, social media, product communication or labels also reach consumers.

Together with Dr. Daniel Kendziur, lawyer and partner at SKW Schwarz, we looked at the legal framework, the new requirements and typical risks: generic environmental claims, sustainability labels, climate neutrality and offsetting, and promises about the future. The session ended with a live Q&A. Individual legal advice on specific companies was not part of the Industry Update.

• Putting EmpCo and the UWG in context: which requirements have applied since 27 September 2026
• Checking green claims: which statements can be particularly risky
• Spotting risks: labels, climate neutrality, offsetting and future environmental performance
• Understanding evidence: which proof will matter for environmental and sustainability claims
• Preparing your communication: ideas for how marketing, sales, sustainability and legal can work together

Who is the Industry Update for?

For specialists and managers in marketing, sales, communication, sustainability and compliance at building product manufacturers and interior brands who develop, review or approve environmental and sustainability claims.