Trusted labels, new communication rules
Publication date: 1 October 2026The European directive ‘Empowering Consumers for the Green Transition’ (EmpCo) is changing the landscape for sustainability and environmental labels. Importantly, the SMK labels that fall within the scope of the directive comply with the requirements that EmpCo sets for such labels. Consequently, On the way to PlanetProof, Milieukeur and the EU Ecolabel retain their status as reliable, independent labels.
The directive establishes clearer rules regarding sustainability information and makes it easier for companies and consumers to recognize reliable labels. For certificate holders, SMK’s quality labels therefore remain a key tool for showcasing environmental performance. What is changing, however, are the conditions under which organizations may communicate about sustainability. For this reason, SMK has clarified the communication frameworks for various certificates.
What is changing regarding communication?
Although the criteria of the labels remain unchanged, the conditions for sustainability communication are being significantly tightened. In concrete terms, this means:
Communication guidelines for certificate holders
To support companies in applying the new regulations, SMK has clarified the communication guidelines for various labels. These guidelines provide practical guidance for aligning communications with the EmpCo Directive.
Please note that the guidelines are currently available only in Dutch. These guidelines will be updated, where necessary, to reflect new insights and practical experience gained through the implementation of the directive.
New insights
SMK closely monitors developments regarding the EmpCo Directive. Certificate holders will be informed whenever new insights necessitate adjustments or additional guidelines.