Directive (EU) 2024/825 changes, across the EU, what companies may say about the environmental properties of their products. The Klivantis course brings marketing and communications up to date.
From 27 September 2026, new rules apply across the EU to advertising with environmental properties. The basis is Directive (EU) 2024/825, the so-called EmpCo Directive. It amends Directive 2005/29/EC on unfair commercial practices and is fully harmonising: definitions, prohibitions and proof requirements apply with the same content in every member state.
From this day, environmental claims and sustainability labels must comply with the new rules. The date is set out in Article 4(1) of the Directive.
Packaging and advertising material produced before the deadline are not exempt. There is no transition period.
Because the Directive is fully harmonising, definitions and prohibitions apply with the same content in every member state, regardless of national implementation progress.
Part of the new rules sit in Annex I of the Directive: these practices are unfair under all circumstances, without a case-by-case assessment. Another part sits in Articles 6 and 7 and requires a case-by-case assessment. The overview below orders the cases that matter most for everyday marketing.
| No longer allowed from 27.09.2026 | What applies instead | Legal basis |
|---|---|---|
| Generic environmental claim (“environmentally friendly”, “eco” etc.) without proof | Specify the claim clearly on the same medium, or prove one of three recognised environmental performances (EU Ecolabel, recognised Type I ecolabel, best-in-class performance under other Union law) | Annex I No. 4a |
| Climate-neutrality or reduction claim for a product, based on offsetting | Actual, specified emission reductions within the value chain; reporting on climate investments remains allowed as long as it is not linked to the product | Annex I No. 4c |
| Self-created or self-controlled sustainability label | Label backed by an independently monitored certification scheme, or introduced by a public authority | Annex I No. 2a |
| Future-performance promise (“climate neutral by 2035”) without an implementation plan | Clear targets, published implementation plan, measurable milestones, regular independent verification | Art. 6(2)(d) |
| Environmental claim for the whole product when only a part is affected (e.g. the packaging) | Clearly limit the claim to the affected part | Annex I No. 4b |
| Advertising a benefit that is irrelevant and does not follow from a product feature | Only advertise benefits that genuinely apply to the specific product | Art. 6(2)(e) |
| Presenting a legal requirement as a special feature of one's own offer | Only claim performance that goes beyond the legal requirement | Annex I No. 10a |
| Continuing to advertise old stock (produced before the deadline) unchanged | Remove or correct the claim, starting online first | Art. 4(1), no transition period |
Even without a training obligation, many companies still want to document who on the marketing team has been informed. That is why Klivantis brings the same Team-Training-App that also covers the AI-literacy obligation: import the course, invite the team, issue the certificate.
The ready-made EmpCo course can be loaded into the app in a few minutes, without creating your own course content.
Every certificate carries a unique ID and a QR code. Who has completed the course can be evidenced at any time, even without a legal duty to do so.
Alongside the EmpCo course, you can set up any number of other topics, from data protection to sales.
Five roles with role-based course visibility, from admin to trainee.
Security updates, bug fixes and new features, provided and signed by Klivantis.
The app stores only necessary user data and is built for verifiability, including deletion with instant anonymisation.
Affordable even for small and medium-sized businesses. Klivantis quotes exact figures in the free consultation, tailored to size and needs.
The course "Changes to environmental claims in advertising from 27.09.2026" is written for marketing and communications, requiring no prior knowledge and no other course as a prerequisite. It can be imported on its own or combined with the full Klivantis catalogue.

What applies EU-wide to environmental advertising from that date: generic claims such as "environmentally friendly", offsetting-based climate claims, sustainability labels, future commitments and old stock without a transition period.

What the AI Act demands of every company, which deadlines apply and what Art. 4 and Art. 50 mean concretely for everyday work.

Using generative AI productively and responsibly in daily business - from text to imagery.

Practical AI literacy: writing effective prompts, recognising limits, critically reviewing results.

Understand the differences between chatbots, AI assistants and AI agents, and put the right system to work in daily business.

The advanced follow-up to "Prompting for Professionals": chain-of-thought, tree-of-thoughts, multi-persona prompting and prompt chaining with real-world case studies.

How a language model turns tokens and probabilities into text, why it can hallucinate - and how the same technical foundation powers chatbot, assistant and agent alike.

The technical follow-up to "From Chatbot to Agent": ReAct, plan-and-execute, reflection, memory engineering and multi-agent orchestration with real-world case studies.

The follow-up to "Autonomous AI Agents": where an agent gets reliable facts. From the RAG pipeline through the limits of vector search to knowledge graphs and GraphRAG.

Where AI helps decide in recruiting and during employment, when a tool falls into the high-risk category, and what oversight and codetermination look like in practice.

Labelling duties under Art. 50, image tools such as Canva and Photoshop, rights in AI-generated content, and the line to misleading advertising.

Traceability and retention, creditworthiness assessment as a high-risk case, figures from language models, and protection against forged payment instructions.

What comes with the leadership role: deciding on tools, resourcing oversight, governing meeting recordings, and responding properly to incidents.

When customers must be told they are talking to a machine, why measuring emotions is banned for your own team, and who answers for a false promise.

Coding assistants in daily work, the shift from deployer to provider, prompt injection, and agents with access to live systems.

The AI question in every purchase, vendor checks with the right evidence, contract clauses, and the special case of supplier scoring.

Other people's data in other people's tools, deadlines in an auto-sorted inbox, minutes and recordings, and what side copies mean for deletion periods.
Free and without obligation: we show you the Team-Training-App live and the EmpCo course in detail, for example via online meeting.
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