ETC updates guide to EU greenwashing rules for tourism and events businesses

The European Travel Commission (ETC), the Global Destination Sustainability Movement (GDS-Movement) and NECSTouR have released an updated edition of Proof, Not Promises, a practical guide to the EU rules on environmental claims for destinations, tourism businesses and event organisers.

The guide covers the Empowering Consumers for the Green Transition Directive (EU) 2024/825, known as EmpCo, which has applied since 27 September 2026. According to the release, it requires environmental claims to be clear, specific and backed by evidence, and this applies to labels, visuals and branding as well as written statements.

A new section tracks national transposition. Some Member States have placed the rules mainly in existing consumer protection law, while others spread them across laws on contracts, advertising and unfair competition. Poland has adopted its legislation but will apply it from 27 September 2027, and the status of five countries is still to be confirmed. The guide also clarifies scope: EmpCo targets consumer communication, so corporate reporting and investor material generally fall outside it unless reused in marketing.

The edition adds eight CREDIBLE principles alongside the six steps from the first edition, published in April 2026. A revised section explains why claims such as "net zero" or "carbon neutral" are high-risk, how the ban on offsetting-based claims works, and what future commitments need to be credible. Another looks at what makes a sustainability label trustworthy and why independent verification and accreditation matter.

The authors warn against greenhushing, where organisations stop talking about genuine progress for fear of getting it wrong. EmpCo does not require certification, the release notes, but it tightens rules on labels and puts more weight on independent verification and evidence.