New EU rules on sustainability claims

What do the EU rules on sustainability claims mean for Antwerp diamond companies?

  • From 27 September 2026, new EU rules apply to sustainability and environmental claims made to consumers in the EU.
  • This new set of rules called ‘EmpCo’, short for Empowering Consumers for the Green Claims Directive, is a new effort to further protect EU consumers from false green claims.
  • B2B: For most AWDC members operating B2B, there is no immediate change.
  • B2C: The rules are particularly relevant to companies that market or sell diamonds or jewelry directly to EU consumers, including through their own website or retail channels.
     

What should B2C companies know?

  • Under the new rules:
    • Generic environmental claims such as “sustainable” or “eco-friendly” need to meet specific legal requirements and be substantiated (i.e.you must be able to proof exactly what you’re claiming).
    • “Carbon neutral” or “climate neutral” claims cannot be based on carbon offsetting (i.e. planting trees to offset factory emissions).
    • Self-created sustainability labels are forbidden, unless they are based on a compliant certification scheme, or a public authority sustainability label, e.g. EU Ecolabel.
       

Our advice: review any sustainability or environmental claims used in consumer-facing communication and make sure they are specific, accurate and supported by evidence.

New EU rules on sustainability claims

Why is AWDC highlighting this?

AWDC is monitoring the implementation of the new rules and translating relevant developments for the Antwerp diamond sector, so that companies with B2C activities remain compliant, while keeping the impact in perspective for the predominantly B2B sector.

Greater transparency around sustainability claims also reinforces Antwerp’s position as a transparent and responsible diamond hub, and makes it harder for the synthetic diamond industry to use false green claims in their marketing.