As concerns about greenwashing grow, the EU Empowering Consumers Directive (EmpCo) is introducing stricter rules for how companies communicate sustainability claims and use environmental labels. The directive is designed to give consumers clearer, more reliable information about the environmental and social impacts of the products they buy. At the same time, it creates a more level playing field for brands making credible sustainability commitments.
One thing that isn’t changing: As the Rainforest Alliance Certification Program is aligned with EmpCo criteria for sustainability labels, we remain a trusted partner for companies navigating an ever-changing regulatory landscape.
What’s changing?
The directive—which will go into effect on 27 September 2026—amends the Unfair Commercial Practices Directive to ban a range of practices related to two crucial areas:
- Display of sustainability labels: The directive bans the use of sustainability labels that are not based on an eligible certification scheme or have not been established by public authorities. It also clearly defines what a certification scheme is—and what criteria must be met—such as third-party verification.
- Making sustainability claims: The directive bans vague or generic and misleading environmental claims, including claims that misrepresent the scope or overall environmental impact of a company or product.
It’s important to note that the directive covers all consumer-facing commercial practices, meaning it applies not only to packaging but also to websites, marketing materials, and other communications.
How our program meets EmpCo requirements
Below, we break down how the Rainforest Alliance Certification Program—covering our Sustainable Agriculture Standard and Regenerative Agriculture Standard—aligns with key requirements of the EmpCo and meets its definition of a certification scheme. While our program is aligned with the requirements of the directive at the EU level, Rainforest Alliance certification does not automatically ensure compliance with respect to any particular product sold in particular EU Member States. Ultimately, responsibility for meeting EmpCo requirements rests with the company selling the product to consumers and/or otherwise acting as the trader making the consumer-facing claims.
Article 1 (r), Amendments to Directive 2005/29/EC
“‘certification scheme’ means a third-party verification scheme that certifies that a product, process or business complies with certain requirements, that allows for the use of a corresponding sustainability label, and the terms of which, including its requirements, are publicly available”
Our Sustainable Agriculture Standard and Regenerative Agriculture Standard were both created in line with UN Guiding Principles on Business and Human Rights and the OECD Guidelines for Multinational Enterprises on Responsible Business Conduct. Certification is awarded only after third-party evaluation of farms and applicable supply chain actors, and the requirements for both standards are publicly accessible.
Article 1 (r, i), Amendments to Directive 2005/29/EC
“the scheme is open under transparent, fair, and non-discriminatory terms to all traders willing and able to comply with the scheme’s requirements”
As an ISEAL Code Compliant member, we are committed to improving our system by using the ISEAL Code as our framework for improvement. Operating in more than 60 countries, our program is open to any farms and businesses that meet the requirements of our Sustainable Agriculture Standard and/or Regenerative Agriculture Standard, including smallholder farmers. The list of Rainforest Alliance Certificate Holders is publicly available, as well as all certification documentation.
Article 1 (r, ii), Amendments to Directive 2005/29/EC
“the scheme’s requirements are developed by the scheme owner in consultation with relevant experts and stakeholders”
In line with ISEAL requirements, the Rainforest Alliance has a clear procedure for standard setting. We developed our standards through a multi-stakeholder process involving farmers, NGOs, companies, and governmental institutions, with our Standards Committee overseeing feedback and updates.
Article 1 (r, iii), Amendments to Directive 2005/29/EC
“the scheme sets out procedures for dealing with non-compliance with the scheme’s requirements and provides for the withdrawal or suspension of the use of the sustainability label by the trader in case of non-compliance with the scheme’s requirements”
The Rainforest Alliance has clear rules around non-compliance, including corrective action plans, potential suspension, or cancellation of certification in case of violations. These rules are set out in detail in our Certification Rules and Auditing Rules. We also have a public grievance system where complaints or concerns about our certification program can be made and then addressed according to our grievance procedure.
Article 1 (r, iv), Amendments to Directive 2005/29/EC
“the monitoring of a trader’s compliance with the scheme’s requirements is subject to an objective procedure and is carried out by a third party whose competence and independence from both the scheme owner and the trader are based on international, Union or national standards and procedures”
During the three-year Rainforest Alliance certification cycle, third-party Certification Bodies (CBs) conduct annual and surprise audits. These CBs hold ISO17065 accreditation from the International Organization for Standardization and must comply with strict rules. We monitor and evaluate these CBs, and assurance of CBs is detailed in our Rules for Certification Bodies.
A trusted partner for companies committed to sustainability
The EmpCo sets a foundational framework for consumer protection. At the Rainforest Alliance, we’re thrilled to see this move towards greater accountability and transparency. As a robust certification scheme that follows international standards and best practices, we are proud to be a trusted partner for companies committed to strong sustainability claims in line with the EmpCo.
