- Zur Sache
Getting to the Point #1 – Voluntary Climate Action Under New EU Rules
For almost two decades, we at natureOffice have been working with carbon accounting, reduction strategies and climate projects. Over the years, a lot has changed – politically, economically and in how companies communicate about climate action. The new EU EmpCo Directive marks another shift. A few thoughts from our day-to-day practice.
Voluntary Climate Action Under New Rules
A few thoughts on the EU EmpCo Directive
The new EU EmpCo Directive aims to reduce greenwashing – a goal that is easy to understand. At the same time, it is becoming noticeably more difficult for companies to talk about voluntary climate action. Here are a few reflections from Andreas Weckwert on why good intentions can sometimes lead to unexpected side effects.
Since 2007, we at natureOffice have been pursuing a fairly simple idea:
helping companies take responsibility for their emissions. Voluntarily.
We prepare carbon footprints, develop reduction strategies and compensate unavoidable emissions through certified climate projects. The idea behind this is not a marketing label but a physical concept: climate neutrality – as described by the IPCC.
Over the past few years, however, quite a lot has changed around this topic.
Not necessarily in climate action itself, but in the question of how companies are allowed to talk about it.
The EmpCo Directive: stricter rules for climate claims
With the new EU EmpCo Directive, which will be implemented in German law in 2026, the EU aims to prevent misleading environmental claims.
The idea behind it is understandable: consumers should be able to rely on environmental statements.
At the same time, the directive creates a new situation.
Companies that voluntarily measure, reduce and compensate emissions will now have to look much more closely at which terms they are allowed to use – particularly on products.
One could say: climate action itself remains essential.
But the language around it is becoming considerably more complex.
The logic of consumer protection
The stricter rules are mainly justified as a form of consumer protection.
Many environmental claims in recent years were indeed difficult to verify or formulated rather generously.
So it is not surprising that regulators are tightening the rules.
What becomes interesting, however, is when you look at where regulation becomes very strict – and where citizens are still expected to take full responsibility themselves.
A curious imbalance
When it comes to climate communication, the impression sometimes arises that consumers need particular protection – because environmental claims might be misunderstood.
In anderen Bereichen vertraut der Staat dagegen sehr stark auf die Eigenverantwortung der Bürger.
In other areas, however, the state relies heavily on citizens’ ability to navigate complex systems on their own.
Take the tax system as an example.
Citizens are expected to keep track of deadlines, regulations and changes within one of the most complex tax systems in the world. The existence of entire industries of tax advisors shows just how demanding this system is.
Or consider retirement planning.
For years it has been clear that pension systems are under pressure. Yet a large part of retirement provision remains the responsibility of individuals.
And bureaucracy continues to grow – from property tax reforms to energy efficiency regulations.
Implementation often falls to companies and citizens, while public administration itself is still struggling with digitalisation.
The practical side of regulation
With the EmpCo Directive, communication about climate action is also becoming more demanding.
- Websites, packaging and brochures need to be reviewed.
- Terms have to be legally assessed.
- Documentation becomes more extensive.
This effort is not trivial – particularly for small and medium-sized enterprises.
Transparency is important, of course.
The question is simply how much complexity is useful – and how much of it ultimately helps the climate.
We have been working with CO₂ for 18 years. Good thing we started early.
Looking at all the new rules, one might get the impression that voluntary climate action is becoming more difficult.
In reality, only one thing has become more complicated:
how we talk about it.
The core task remains the same:
- Measure emissions.
- Reduce emissions.
- Take responsibility.
And that will not change in the future.
Even if voluntary engagement may no longer appear as prominently on product labels, companies that understand and reduce their emissions are simply better prepared for the long term.
At natureOffice, we will therefore continue supporting companies in doing exactly that – professionally, transparently and in a legally sound way.
Because the climate does not wait for regulations.
Warm regards,
Andreas Weckwert
Implementing Climate Claims and Sustainability Communication in a Legally Sound Way
With new EU regulations such as the EmpCo Directive, requirements for environmental and sustainability claims are becoming much more precise. Companies increasingly need to pay close attention to how statements about CO₂ emissions, climate actions or climate neutrality are communicated. The focus is on so-called climate claims – statements describing the impact a company or product has on the climate and how these claims can be substantiated.
natureOffice supports companies in calculating CO₂ emissions, structuring climate actions and communicating their engagement transparently. Through a unique label with an ID and QR code, the related information becomes accessible in the Corporate Contribution Record. There, emission data, climate measures and project contributions can be documented and reviewed – providing a solid foundation for transparent and increasingly legally robust sustainability communication.