Sustainability Forum: New rules for ‘green’ advertising – What businesses need to bear in mind now

With the‘Empowering Consumers for the Green Transition’directive – known as EmpCo for short – the European Union aims to better protect consumers from misleading environmental claims. Vague promises will no longer be automatically permitted in future. Environmental claims must be transparent and verifiable against objective standards and criteria. In Germany, the new requirements will be implemented, amongst other things, under the Act against Unfair Competition (UWG).

What requirements will companies face? What must they bear in mind when using ‘green’ terms? And what are the challenges when it comes to putting this into practice?

The Sustainability Forum will take place during the nationwide campaign weeks “Every Plug Counts! Germany Collects E-Waste’. From 5 to 18 October 2026, local authorities, companies, associations and waste management organisations will be raising awareness of the correct disposal of waste electrical and electronic equipment around International E-Waste Day on 14 October.

The campaign week will also be visible locally: a collection bin provided by the Wolfenbüttel District Waste Management Authority will be available at the venue. Suitable small electrical appliances can be handed in there as part of the campaign. The bin complements the Sustainability Forum by offering a concrete opportunity for action: whilst EmpCo explores how environmental benefits can be communicated in a credible and transparent manner, the collection campaign demonstrates how sustainable practices can be put into action in relation to electrical appliances.

Programme

Prof. Dr Oliver Kreutz and Prof. Dr Udo Becker (Ostfalia Faculty of Law) will present the legislative changes, whilst Alexandra Wallek (Sonepar) will provide insights from the practical experience of the electrical wholesaler Sonepar.

The subsequent panel discussion will be moderated by Prof. Dr Kai Litschen (Faculty of Law).

The Sustainability Forum will take place in Room RO01 in Building R (Salzdahlumer Straße 46–48, 38302 Wolfenbüttel). The event can be followed online via the BigBlueButton (BBB) video conferencing system.

You can register for the Sustainability Forum on the district’s website here. (external link, opens in a new window)