The forthcoming implementation of the European EmpCo Directive (“Empowering Consumers for the Green Transition”) brings with it new regulatory requirements for environmental advertising in the EU. From September 2026, environmental claims made to consumers are to be regulated uniformly across the EU. The German implementation will take place via amendments to the Unfair Competition Act. The BVDM is monitoring the legislative process and is advocating for legally secure, practical and SME-friendly regulations in the interests of the print and media industry.
The BVDM is committed to an SME-friendly implementation of the EmpCo Directive in German legislation. Small and medium-sized enterprises in particular need clarity, legal certainty and practicable requirements. In a statement to the responsible Federal Ministry of Justice and Consumer Protection and in close cooperation with other business associations, the BVDM has contributed to the legislative process and formulated clear demands. These include the limitation to B2C communication. New rules should only apply to environmental statements to consumers and not to B2B relationships. The BVDM also rejects proportionate certification requirements and annual testing obligations. Existing industry seals should be explicitly recognized in the explanatory memorandum to the law. And the BVDM is calling for transitional periods for existing goods to enable the sale of durable products.
In parallel to the EmpCo Directive, the Green Claims Directive is currently in the legislative process at EU level, which provides for a pre-certification procedure for all environmental claims. The BVDM, together with over 20 trade associations, had already spoken out against the project in spring 2025. Although the directive has not yet been officially withdrawn, it is becoming apparent that the criticism from the business community has had an impact. In the meantime, the EU Commission has effectively halted the procedure and announced a withdrawal. A formal withdrawal is still pending.
BVDM
The Bundesverband Druck und Medien e. V. (BVDM) is the umbrella organization of the German printing industry. As an employers’ association, political trade association and technical trade association, it represents the positions and objectives of the printing industry vis-à-vis politicians, administration, trade unions and the supplier industry. The BVDM is supported by eight regional associations. Internationally, it is organized through its membership of Intergraf and FESPA. The printing industry currently comprises around 6,300 predominantly small and medium-sized companies with more than 99,000 employees subject to social security contributions.
