Ontex supports its clients in the face of the European EmpCo directive
Disposable hygiene products manufacturer Ontex has published an institutional communication dedicated to the entry into force of the European EmpCo directive. The group details the support offered to its clients to adapt their environmental communication to the new regulatory framework.
The EmpCo directive tightens requirements on environmental claims
Since September 27, 2026, the European directive "Empowering Consumers for the Green Transition" (EmpCo) has introduced strengthened requirements for environmental claims. According to the statement, the objective is for consumers to be able to rely on declarations that are clear, specific and supported by evidence.
Ana Milena Ferreira Castro, Group Regulatory Advocacy Specialist, indicates that claims such as "eco-friendly" or "sustainable" are no longer sufficient on their own, nor are those concerning recycled content, renewable materials or carbon reductions. According to her, companies must explain the specific environmental benefit behind a claim and demonstrate the evidence that supports it, which often leads to revising and updating packaging, consumer information and marketing materials.
The group links these requirements to consumer demand for reliable information. According to a study by the European Consumer Organisation (BEUC) cited in the statement, 48% of consumers prefer to buy products bearing an environmental label, 50% believe that green claims are often marketing techniques and 75% consider that they should be pre-approved or verified before being used.
Portfolio review and client support
According to the statement, Ontex and its clients had, by September 2026, reviewed the entire European portfolio covering products carrying environmental claims, in order to identify cases where the claims, communication on the packaging or consumer information could require updating as requirements evolve.
Els Cools, Commercial Sustainability Manager, describes a support combining expertise in sustainability, regulatory and commercial matters to assess the impact of requirements on products and claims. This may include assistance in determining whether evidence is sufficient to support a claim, discussion of alternative formulations or advice on the use of recognized sustainability labels and certifications.
The group presents the introduction of EmpCo as a step towards greater transparency for consumers and indicates its commitment to continue working with its clients to build clear, evidence-based and credible claims.
