On 7 July 2026, the Austrian National Council adopted the amendment to the Unfair Competition Act (UWG) implementing EU Directive 2024/825 (“EmpCo” — Empowering Consumers for the Green Transition). This settles it: from 27 September 2026, significantly stricter rules apply to environmental and sustainability claims in advertising in Austria.

What applies from 27 September 2026

The amendment extends the UWG’s “blacklist” of commercial practices that are unfair in all circumstances. The key points:

  • Generic environmental claims such as “climate-neutral”, “eco-friendly”, “green” or “sustainable” are unlawful without recognised excellent environmental performance.
  • Sustainability labels may only be used if they are based on a certification scheme or established by public authorities — self-invented seals are off limits.
  • Future-oriented claims (“climate-neutral by 2030”) require a detailed, publicly accessible implementation plan with independent third-party verification.
  • Advertising legal requirements as a distinctive feature — presenting mandatory minimum standards as a special achievement — is prohibited.
  • New information duties regarding product lifespan, software updates and repairability.

Goods placed on the market before 27 September 2026 benefit from a three-year grace period for the new environmental-claims prohibitions. Anything placed on the market after that date is subject to the new rules immediately.

What this means in practice

From the effective date, violations can be pursued with the sharp instruments of Austrian unfair competition law — injunctive relief, removal, interim injunctions — by competitors as well as by qualified consumer and business associations. If you still advertise with “climate-neutral” or an in-house eco label, review your advertising materials, packaging, website and product communication now: in our experience, the transition (gathering evidence, tightening or removing claims, replacing labels) takes considerably longer than one summer break.

You will find all details on the individual prohibitions, examples and the grace-period rules in our in-depth article: EmpCo Directive: what changes for sustainability advertising in 2026.

If you have received a cease-and-desist letter over an environmental claim or want to safeguard your communication in advance: Unfair competition cease-and-desist — how to respond.

This article is for general information and does not constitute legal advice in any specific case.