As the EU moves forward with the EmpCo Directive,“Empowering Consumers for the Green Transition,” Germany’s printing and media sector is pressing for pragmatic and business-friendly implementation. The German Printing and Media Association (BVDM) has called for legally secure and workable regulations as the directive is transposed into national law through changes to the Act against Unfair Competition (UWG). With new EU-wide rules on environmental advertising set to take effect in September 2026, BVDM is advocating for small and medium-sized enterprises (SMEs) to be protected from excessive bureaucracy and cost burdens.

In its official statement submitted to the Federal Ministry of Justice and Consumer Protection, BVDM made several key demands: that the directive apply strictly to B2C communications; that certification audit requirements be proportionate; that established industry-specific seals be recognized; and that transitional periods be provided for existing durable goods such as books and printed packaging. The association emphasized that SMEs in particular need clarity and implementable standards to avoid legal uncertainty as sustainability messaging becomes increasingly regulated.

Simultaneously, BVDM continues to oppose the EU’s Green Claims Directive, which proposes a stricter pre-certification regime for environmental statements. Although this directive has not been officially withdrawn, growing criticism from the business community, including over 20 trade associations, has led the European Commission to pause its progress. BVDM is now urging lawmakers to prioritize the EmpCo Directive as the single harmonized framework for environmental claims, ensuring sustainability communication remains both credible and economically feasible.