What is Empowering Consumers?
– Law against greenwashing strengthens the Nordic Swan Ecolabel and the EU Ecolabel
In 2026, new legislation from the EU, the Empowering Consumers Directive, will be introduced in the Swedish Marketing Act. The law is intended to protect against misleading environmental claims and advertising. Nordic Swan- and EU Ecolabelled products and services can continue to be marketed with environmental claims, as long as the claim can be linked to the label's requirements. The Nordic Swan Ecolabel and the EU Ecolabel will be simple and credible ways to communicate sustainability, when the regulations are tightened. And when the jungle of environmental messages is cleared, it becomes easier for the consumer to make decisions!
Why are new rules needed against misleading environmental claims?
The problem is that there are many eco-labels and many misleading environmental claims. Companies are keen to sell their products and services using "green marketing". This makes it difficult for consumers to understand what their choices really make a difference to the environment. The aim is for consumers to receive clear, accurate and easy-to-understand information.
The law also means that producers must provide information about the lifespan of products and the possibility of repair, so that consumers can choose more sustainable alternatives.
What should you not do?
You may not make general environmental claims that cannot be substantiated and clarified with information directly related to the claim. It must not be "one click away" on a web page. For example, you are not allowed to say "a good choice for the environment" if you cannot prove it, for example with a Nordic Swan Ecolabel.
- The Nordic Swan Ecolabel and the EU Ecolabel are approved labels for making general environmental claims without additional information, provided that the environmental claim is linked to the product-specific requirements.
You may not use sustainability labels that are neither based on a third-party certification system nor have been implemented by public authorities. Made-up markings!
- The Nordic Swan Ecolabel and the EU Ecolabel are approved labels.
You may not make environmental claims about an entire product when in fact the claim only applies to a specific aspect, such as marketing a product as "made from recycled materials" when it only applies to the packaging.
You may not make misleading claims based on carbon offsets , such as "climate neutral", "certified carbon neutral" or "reduced climate impact".
You must not make false claims about the durability or repairability of goods.
You may not use claims that refer to what is already covered by legislation.
Which eco-labels can be used under the new law?
Only eco-labels that have been established by public authorities or verified by an independent third party may be used. The Nordic Swan Ecolabel and the EU Ecolabel are Type 1 ecolabels according to ISO 14024 and are approved labels because they stand for "excellent environmental performance". Therefore, companies with the Nordic Swan Ecolabel and EU Ecolabel license can use the labels as evidence in marketing, provided that the environmental claim is linked to the product-specific requirements.
What do I do if I have a Nordic Swan Ecolabelled product or service?
Both the Nordic Swan and the EU Ecolabel are sufficient evidence for an environmental claim. As long as the labels set requirements for the area you want to communicate, you can use the labels as a communication tool. It simply becomes easier to communicate sustainability and use the environment as a competitive advantage with a Nordic Swan or EU Ecolabel label!
Empowering Consumers is part of the EU Green Deal and is expected to be followed up by more comprehensive legislation, which will further simplify for consumers and create fair competition in the market for companies.
The legislative proposal Green Claims has been temporarily paused:
