Greenwashing: new UWG rules from 27 September 2026

On 7 July 2026 the Austrian parliament passed the amendment to the Unfair Competition Act (UWG) implementing the European EmpCo directive. The new rules apply from 27 September 2026 – and they change the rules of the game for every form of environmental and sustainability advertising.

What will be prohibited

• Generic environmental claims such as "climate-neutral", "eco-friendly", "green" or "sustainable" are inadmissible where the claimed outstanding environmental performance is not demonstrated.
• Sustainability labels may only be used if they are based on a certification scheme or awarded by public authorities – self-invented labels are prohibited.
• Future promises ("climate-neutral by 2030") require a public, verifiable implementation plan.

Who is affected

Every company that advertises environmental characteristics of its products, services or the company itself – from the webshop banner to packaging to the sustainability page of the website. The amendment contains a controversial transitional provision for civil claims concerning goods; relying on it is unwise, not least because competitors and associations can already act today under the general prohibition of misleading practices.

What to do now

Until the end of September there is time for a stocktake: which environmental claims does your company use, where, and which can be substantiated with recognised evidence? Claims without proof should be replaced or made specific – "packaging made from 80% recycled material" is permissible, "eco-friendly packaging" soon will not be. We review advertising materials, packaging and web presence and say concretely what can stay and what must go.