Fibre is widely recognised as a credible alternative to plastic packaging. However, forthcoming regulatory changes require manufacturers and brands to rethink how to communicate these sustainability advantages externally. 

With the new Directive on Empowering Consumers for the Green Transition, the EU has introduced stricter criteria governing sustainability marketing practices. Effective from 27 September 2026, claims such as “100% recyclable”, “environmentally friendly” or “climate-neutral” will need to be substantiated by rigorous documentation, including certification, the EU Ecolabel or comprehensive life cycle assessments (LCAs). Failure to comply may result in action by consumer protection organisations or authorities.

In this webinar, EMPPA will clarify the implications of these anti-greenwashing provisions for moulded fibre products. Rather than refraining from communicating a product's sustainable impact—a practice known as “greenhushing”—we will outline strategies for remaining competitive while ensuring full compliance with the revised legislation. 

Presentations will be concise and solution-oriented, including a policy update and legal overview, followed by a Q&A session.

This webinar will take place at 10:00-11:00 CEST on 3 June. Registration.