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Clarity, transparency and accuracy are essential in the way companies communicate their environmental impact
Talking about sustainability also means communicating responsibly. Messages addressed to consumers should be clear and avoid vague environmental claims or statements that could give an inaccurate impression of the environmental performance of a product or company.
Directive (EU) 2024/825, known as EmpCo, strengthens European rules protecting consumers against greenwashing practices. Among other measures, it restricts the use of generic environmental claims such as “environmentally friendly”, “green” or “ecological” when there is no recognised environmental performance to support such statements.
The new rules apply from 27 September 2026 and cover commercial practices aimed at consumers.
In practice, communicating sustainability means prioritising specific, substantiated information that is consistent with what is actually being done.
At petMaxi, we believe that transparency is also part of sustainability: communicating what we do, the results we have achieved and the journey that still lies ahead.
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