The moulded pulp industry is widely recognised as a credible alternative to plastic packaging. However, forthcoming regulatory changes require us to rethink how to communicate these sustainability advantages externally.

Under the new “Empowering Consumers for the Green Transition” (ECGT or EmpCo) Directive, the EU has introduced stricter criteria governing sustainability marketing practices. Effective from 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 intervention by consumer protection organisations or authorities.

To support our business members and partners, EMPPA has hosted a webinar to clarify the implications of these “Anti-Greenwashing” provisions for moulded fibre products. Rather than refraining from communicating your products’ sustainable impact—a practice known as “greenhushing”—we outlined how our members can remain competitive while ensuring full compliance with the revised legislation.

Click HERE to review the presentation and HERE for the full recording of our webinar