Is it still allowed to say ‘sustainable’ on a T-shirt?

The basis for this is the so-called EmpCo Directive – short for ‘Empowering Consumers for the Green Transition’. It is designed to better protect consumers from misleading environmental and sustainability claims and enable them to make more informed purchasing decisions.

This is particularly relevant for the textile and clothing sector: sustainability claims are now found on labels, packaging, in online shops and in advertising. And the new rules also apply to Swiss companies if they sell their products on the EU market.

In practical terms, this means, for example, that the colour green on a hang-tag may no longer be used automatically as an implicit indication of particular sustainability. Sustainability labels or quality marks created by the brands themselves – such as ‘H&M Conscious’ – will also no longer be permitted in future, unless they are based on a recognised certification scheme. Furthermore, sustainability claims must be more precise and verifiable: instead of, for example, simply labelling a product as ‘organic’, it must be clear what this claim refers to and on what it is based – for instance, through a recognised certificate such as GOTS or a correspondingly specific explanation.

In principle, sustainability claims will still be permitted – but the requirements will be significantly stricter. General environmental claims must not simply stand on their own. Companies must carefully check what they are communicating and whether the legal requirements for doing so are met.

Swiss Textiles therefore informed its member companies of the new requirements at an early stage and, together with a specialist solicitor, provided training on their practical implementation.

WHAT APPLIES AND FROM WHEN?

The EmpCo Directive has been in force since March 2024. EU Member States were required to transpose the provisions into national law by 27 March 2026. The new rules are to be applied from 27 September 2026. Further information can be found here.

Swiss Textiles generally welcomes the move to curb misleading sustainability claims and greenwashing. Credible sustainability communication is in the interests of consumers – and of those companies that actually invest in more sustainable materials, processes and business models.