New EMPCO Directive - How We Are Evolving Our Product Communication
New EMPCO Directive - How We Are Evolving Our Product Communication
“Sustainable”, “eco-friendly” or “green” – terms like these are everywhere in everyday life and advertising. But what exactly do they mean?
This is precisely where new European regulations come into play. In the future, consumers are to be even better protected against misleading environmental claims and so-called greenwashing. For companies, this means taking an even closer look at statements about the environmental characteristics of products and communicating them in a way that is as specific, transparent and verifiable as possible.
For us at MAGNA sweets, this was an opportunity to take a close look at our own communication.
What is behind the new requirements?
The European Union is tightening the requirements for environmental claims in advertising. General terms such as “eco-friendly”, “climate-friendly” or “sustainable” can create a very broad impression without making it clear which specific characteristic of a product the claim actually refers to.
Going forward, it will therefore become even more important to look at the details: Which characteristic is being referred to? What is the claim based on? And can it be substantiated in a transparent way?
For product communication, this means one thing above all: fewer general claims and more specific information.
A lot of work behind the scenes
What may sound like a few minor changes in wording has actually been an extensive project for us.
Over the past few months, we have reviewed our product communication step by step. This included our catalogues, product descriptions, online content and other communication materials.
Existing claims were reassessed, wording was revised and product information was made more specific. Wherever a general statement about the environmental characteristics of a product may have been used in the past, our aim is now to provide specific information wherever possible.
Depending on the product, this may include information about material composition, the recyclability of packaging, the use of paper-based solutions or relevant certifications.
What does this mean for our products?
One thing is important to keep in mind: just because the wording changes does not automatically mean that the product itself has changed.
Instead of summarising various characteristics under a single, far-reaching term, we want to explain more precisely what actually distinguishes a product or its packaging.
This not only makes environmental claims easier to understand, but also provides our customers with more specific information that they can use in their own communication.
You may therefore have already noticed some changes in wording in our latest catalogues, on our website or in our online shop.
Communicating more transparently
For us, this review is not about sounding as “green” as possible. Quite the opposite: whenever we talk about materials, packaging or other product characteristics, we want to be as specific as possible.
In doing so, we are continuously evolving our product communication and adapting it to changing European requirements.
Because ultimately:
Sounding less “green” does not mean doing less. It simply means being more precise about what we do.