Can You Deliver What You Promised? Part 2

As of 27 September 2026, the EU's Empowering Consumers for the Green Transition Directive (Directive (EU) 2024/825, commonly known as EmpCo) starts to apply. One of its most significant consequences is that generic environmental and sustainability claims can no longer be used without proper substantiation. Terms such as "green", "eco-friendly", "sustainable" or "environmentally friendly" now require evidence, not just good intentions. Do we need a Green Claims Directive to understand if our claims are verifiable or not? Probably not. But would it help? Certainly.

View by Melinda Ratkai, Dr. Professor of Hospitality Business, Hotelschool The Hague

For the hospitality industry, this creates an uncomfortable but necessary reality. As discussed in another Hospitality Net article, "Can You Deliver What You Promised? Expectations vs. Reality", the challenge has never simply been about telling sustainability stories. It has always been about delivering what those stories promise.

Perhaps this is exactly the push our industry needs.

For too long, sustainability communication has often relied on broad claims, attractive narratives, and selective examples. Many organisations are genuinely trying to do the right thing, but good intentions are no longer enough. Regulators, investors, guests, and business partners increasingly expect evidence. If a hotel claims to be sustainable, resilient, responsible, or climate-conscious, it should be able to demonstrate that claim with reliable data and measurable outcomes.

This is not something to fear. On the contrary, it is a positive development. Better data leads to better decisions. Better evidence builds trust. And trust is ultimately one of the most valuable assets in hospitality.

The era of sustainability-by-marketing is ending. The era of sustainability-by-evidence is beginning.

Personally, I am pleased to see this direction. It encourages a shift away from vague promises and towards transparent, verifiable performance. In the long run, that is better for consumers, better for businesses, and better for the credibility of sustainability itself.

Storytelling with evidence and more accountability feels like progress.

EmpCo Directive (EU 2024/825)	Green Claims Directive (proposed, currently paused)
Tells you what you cannot say.	How to prove what you say.
Amends EU consumer protection rules to prohibit certain misleading environmental claims.	Intended to establish a harmonised methodology for substantiating environmental claims.
Applies from 27 September 2026.	Legislative process was paused in June 2025 and its future remains uncertain.
Bans generic claims such as "green", "eco-friendly", or "environmentally friendly" unless there is recognised excellent environmental performance behind them.	Would have specified what evidence, metrics, calculations, life-cycle assessments, and verification procedures are needed to support those claims.
Focuses on protecting consumers from misleading practices.	Focuses on substantiation, verification, and comparability of claims.
Creates legal risk for making vague sustainability claims.	Was expected to create a common "instruction manual" for making legitimate sustainability claims.

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