The End of Empty "Eco" Claims and the Big Inkjet Printing Merger – Weekly Roundup

01 · Law and Labeling

No More Empty "Eco" Claims – the EmpCo Directive Is Now in Force [1]

On September 27, 2026, the provisions of the EmpCo Directive came into force across the entire European Union, putting order into how environmental claims can be made in marketing. From now on, it's no longer enough to print "eco," "green," or "biodegradable" on a package – such vague, unsubstantiated claims are simply banned. Importantly, the regulation doesn't just apply to labels. It also covers advertising, product names, and all marketing materials – in effect, the entire chain of communication with customers.

For companies designing packaging, printing labels, or preparing campaigns built around "pro-environmental" messaging, this is a signal to review their portfolio of slogans and claims as soon as possible. In Poland, matters are further complicated by the fact that the national law implementing the directive is still awaiting the president's signature. In practice, this creates uncertainty about how – and by whom – the rules will be enforced right after the EU deadline, which is exactly the worst moment to take risks with new campaigns or packaging lines.

While marketing departments and lawyers are figuring out how to safely rephrase packaging slogans, something equally significant is happening in a completely different segment of the industry – printing technology production.