What do the new EU guidelines mean for name finding? What do companies and brand owners have to pay attention to in naming? And where does greenwashing start?
EmpCo & Green Claims Directive: navigating sustainable naming
Sustainability sells—both companies and consumers know it. But as environmental claims gain prominence, so does the risk of greenwashing. This is where new EU regulations come into play: the Empowering Consumers for the Green Transition (EmpCo) and the Green Claims Directive aim to protect consumers from misleading environmental statements. But what do these rules mean for brand and product naming?
Stricter regulations for sustainability-related names
In recent years, companies have faced increasing scrutiny when using terms like climate-neutral, eco-friendly, or sustainable without concrete proof. The Green Claims Directive now tightens these rules further, ensuring that environmental claims must be verifiable and transparent.
For naming, this means:
- General terms like “eco,” “green,” or “sustainable” may become problematic unless they are backed by clear, verifiable evidence.
- Claims such as “climate-neutral” or “CO₂-free” must be substantiated and cannot rely solely on offsetting measures.
- Comparative statements like “better for the environment” or “more sustainable” require scientific validation.
In short, any name that implies sustainability—whether in brand names, product descriptions, or claims—must be provable.
What does this mean for naming strategies?
Companies should be more cautious when incorporating environmental terms into brand names. Existing and future names that sound vague or absolute could be considered misleading. This applies not only to explicit Green Claims but also to names that subtly suggest eco-friendliness.
Under EmpCo and the Green Claims Directive, sustainable brand names must be more transparent. Potential solutions include:
- Associative wording – Using symbolic rather than direct sustainability references (e.g., Elementra instead of GreenGlasses for sustainable eyewear).
- Science-based terminology – Highlighting specific materials or processes (e.g., MycoComposite instead of SustainaPack for mushroom-based packaging).
- Unique fantasy names – Conveying eco-values through sound and impression rather than direct claims (e.g., Amiva for sustainable mobile services).
Greenlighting brand strategies: verification and legal security
Companies using sustainability-focused names or claims should align early with the new EmpCo and Green Claims Directive regulations. Legal checks and scientific substantiation are now essential.
A long-term naming strategy is also crucial: brands that commit to specific environmental claims in their names may face issues if regulations become even stricter in the future.
Green claims: more transparency, more responsibility
The new EU directives require companies to be more precise when incorporating terms like "green", "eco", or "climate-neutral" into brand names. Future-proof naming will require either strong substantiation or more creative, indirect approaches to remain legally compliant.
While these regulations benefit consumers, they increase the responsibility for brands. Companies that take a long-term perspective will either provide clear, verifiable claims or opt for associative and abstract names that avoid direct environmental promises.
Wondering if your current or planned product name complies with the new regulations? We’re here to help—with checks or a new development.
