EU Lead the way in banning 'Greenwashing'

In real terms, what does it mean?

On the 26th September 2026 the EU brings into effect a revised directive known as 'EmpCo', and it's welcome news to those brands that have been doing the hard work for years but are increasingly up against large firms using eco jargon to make it seem that they are equally interested in the wellness of the world. The first iteration of this was released in 2005 but has been subject to various updates over time. This latest version goes further and seeks to ban false claims and vague wording that has become prolific over the last decade.

This directive has some key points that, underneath the legalese, are pretty straightforward and make perfect sense to anyone who has ever wondered if they are actually making a difference or just being told what brands think they want to hear. From a travel industry perspective, here are a few key takeaways:

1. The directive prohibits the use of generic claims, stating specifically that "Examples of generic environmental claims include ‘environmentally friendly’, ‘eco-friendly’, ‘green’, ‘nature’s friend’, ‘ecological’, ‘environmentally correct’, ‘climate friendly’, ‘gentle on the environment’, ‘carbon friendly’, ‘energy efficient’, ‘biodegradable’, ‘biobased’ or similar statements that suggest or create the impression of excellent environmental performance. Such generic environmental claims should be prohibited when recognised excellent environmental performance cannot be demonstrated."

   
   

2. Brands are now required to be specific. For example, rather than just saying that they believe they have a positive impact on the world, they must now quantify this. From a service industry perspective, this is a tricky avenue to follow and will eliminate a great deal of greenwashing commonly seen within firms that make bold claims about the low impact of their tours simply by virtue of using metal bottles in transfers or banning plastic straws! Instead, you must specifically quantify the measures taken and the impact it is having in order to bring it into the marketing material.

   
   

3. Tour operators have long used the idea of 'offsetting' to get around the fact that we are flying thousands of miles. The EU directive now bans this as a way of clearing our consciences. Providers are now specifically prohibited from "the making of claims, based on the offsetting of greenhouse gas emissions, that a product, either a good or service, has a neutral, reduced, or positive impact on the environment in terms of greenhouse gas emissions."

Are there exceptions?

For a property to make broad-stroke claims about its 'green' status, it will usually have to be very stringent about what makes it sustainable or regenerative. This could be a lodge that now has to report how much food is grown locally, how many people have been given jobs, and what the positive impact on the local community in quantifiable numbers is.

However, there are exceptions. For example, a hotel or brand that is certified by firms such as Nordic Swan or B-Corp can follow the parameters set by these certification firms, which follow the directive guidelines as their own. Most of these firms re-audited their clients at the start of 2026 in order to be ready for the new rules to come into place on September 27th. If firms didn't submit to the audit, they would have lost their accreditations.

Alternatively, a firm that only markets and sells to its non-EU domestic market would not need to comply, but if you advertise on a booking site that has an EU presence, operate a website that translates into an EU language, and regularly have bookings through the region, companies are required to meet the new directives' more stringent clauses by the 27th of September 2026.

Are we happy about it?

Whilst undoubtedly this has been creating a certain kind of special headache for those who now have to update not only their marketing materials but everything that is communicated to clients or prospective clients, this is ultimately a very good thing. The market is saturated with the idea of saving the planet whilst still enjoying yourself, and in the spirit of Pineapple House's ethos of Conscious Indulgence, we approve - but only when it's a reality and not just platitudes. This directive forces people to make decisions based on truths rather than airy assurances and holds hotels, tour operators, and everyone in between more accountable. Win-win.