EU Directive Sets New Standards for Green Claims in Tourism Industry
The European Union has introduced the Empowering Consumers for the Green Transition (EmpCo) Directive, which sets stricter rules for sustainability marketing in the tourism industry. Effective from September 27, 2026, the directive aims to protect consumers from misleading environmental claims by requiring businesses to provide clear, accurate, and evidence-backed information about their environmental impact. The directive addresses issues such as vague claims, unsupported sustainability labels, and overstated environmental benefits. It applies to all businesses marketing to EU consumers, regardless of their location, and emphasizes the need for transparency and accountability in sustainability communications. 
