The EU greenwashing rules now apply, and calling your hotel “eco-friendly” may be illegal in the EU. Since 27 September 2026, the Empowering Consumers Directive (EmpCo) applies to every business that markets to European consumers. It applies wherever that business is based.
As a result, many tourism businesses must now review how they describe their sustainability. This article explains what the directive requires, who it affects, and how independent certification helps.
What the EU greenwashing rules require
The EU greenwashing rules come from Directive (EU) 2024/825, known as EmpCo. It amends the Unfair Commercial Practices Directive and the Consumer Rights Directive. Member States had to write it into national law by 27 March 2026. The rules apply from 27 September 2026.
In short, the directive targets misleading environmental marketing. It covers more than the three practices below, so review your full marketing. However, these three matter most for hotels and tour operators.
Who must follow the EU greenwashing rules
The rules cover marketing aimed at consumers in the EU. Where the business is based does not matter. Therefore, a Canadian hotel that sells to guests from France or Germany falls under the EU greenwashing rules. This also holds whether the hotel sells directly or through a booking platform.
Tour operators, lodges, and other accommodation providers face the same test. Likewise, website copy, social posts, and platform listings are all marketing.
Three claims the EU greenwashing rules no longer allow
Generic claims like “green” or “eco-friendly”
Under the EU greenwashing rules, words such as “green”, “eco-friendly”, and “sustainable” count as generic environmental claims. A business can now use them only if it can show recognised excellent environmental performance. For example, an official ecolabel can provide that proof. Otherwise, the claim fails.
Specific claims work better. For instance, “We removed single-use plastics from every guest room” tells guests exactly what you did. However, even a specific claim needs evidence.
“Carbon neutral” claims based on offsets
The directive prohibits a specific claim type. It bans claiming that a product or service has a neutral, reduced, or positive climate impact based on offsets. A “carbon-neutral stay” that relies on purchased offsets no longer passes the EU greenwashing rules. Instead, measured reductions in your own operations give you a stronger basis.
Sustainability badges without independent certification
A sustainability label must either come from a public authority or rest on a certification scheme. Self-made badges, for example an in-house “Green Hotel” logo, no longer pass.
A certification scheme relies on third-party verification. The business, the scheme owner, and the verifier are three independent parties. Independent verification is the common thread in the EU greenwashing rules. If you make a claim, someone independent must be able to verify it.
How certification backs your claims under the EU greenwashing rules
Certification exists to provide that independent check. GSTC Certification, for example, follows this model. An accredited certification body awards it only after an on-site audit. That body makes its decision independently of both the business and the standard owner.
The Global Sustainable Tourism Council (GSTC) sets the global criteria for sustainable tourism. These criteria cover sustainable management, social and economic impacts, cultural impacts, and environmental impacts. A GSTC-Recognized Standard is one that GSTC has reviewed and found equivalent to those criteria.
However, certification does not write your marketing for you. By itself, it does not turn a vague word into a permitted claim under the EU greenwashing rules. Instead, it gives you verified facts and a credible basis for what you say. This article offers general information, not legal advice, so check your exact wording with a qualified adviser.
RoyalCert and GreenStep certification in Canada
In Canada, RoyalCert audits and certifies tourism businesses against the GreenStep Sustainable Tourism Standard. In October 2020, it became the first Canadian standard to achieve GSTC-Recognized status. RoyalCert is a GSTC-Accredited Certification Body and conducts certification audits in more than 40 countries.
In addition, hotels, accommodations, and tour operators can pursue GSTC Certification through this route. As a result, they gain a verified basis for their claims under the EU greenwashing rules. You can also read how GreenStep and RoyalCert launched GSTC Certification in North America.
Where do your sustainability claims stand today?
First, audit your own marketing. Next, list every green claim, badge, and offset statement. Then ask one question of each: can someone independent verify it?
Finally, review your marketing against the EU greenwashing rules. You can compare it with the original text of Directive (EU) 2024/825 on EUR-Lex. If you want independent verification behind your claims, explore GSTC Certification with RoyalCert or our wider sustainability services. For the criteria themselves, visit the Global Sustainable Tourism Council.