Green Claims from September 2026: What EmpCo and Germany’s UWG mean for building product manufacturers

What is it about?

“Sustainable,” “climate-friendly,” “CO₂-reduced,” or “recyclable”: Environmental and sustainability claims have long been a standard part of construction product communications. At the same time, the requirements for how such claims must be substantiated and communicated are increasing.

The EmpCo Directive has already been transposed into German law. On September 27, 2026, new requirements for environmental and sustainability claims under the German Act Against Unfair Competition (UWG) will come into effect. This is particularly relevant for building product manufacturers whose websites, social media, product communications, or sustainability labels reach consumers.

Together with Dr. Daniel Kendziur, lawyer and partner at SKW Schwarz, whose practice focuses on competition law, product regulation, sustainability and green compliance, we will examine the current legal framework, the new requirements, and typical communication risks. Topics include general environmental claims, sustainability labels, statements regarding climate neutrality and offsetting, and future environmental promises. Using practical examples, Dr. Kendziur will explain which statements can become problematic and what evidence is required.

The session will conclude with a live Q&A with Dr. Daniel Kendziur and hej.build. This is your opportunity to ask questions and discuss the topics with us.

Note: This Industry Update does not provide individual legal advice for specific company cases.

Key takeaways

• Classifying EmpCo and the UWG: Understand the new requirements coming into effect on September 27, 2026.
• Reviewing green claims: Learn which environmental and sustainability claims are particularly sensitive.
• Identifying risks: Gain a better understanding of sustainability labels, claims regarding climate neutrality, offsetting, and future environmental performance.
• Understanding evidence: Get an overview of the documentation that will be required to support environmental and sustainability claims.
• Preparing your communication: Take away practical insights for collaboration between marketing, sales, sustainability, and legal departments.

Who should attend this Industry Update?

This Industry Update is designed for professionals and managers in marketing, sales, communications, sustainability, and compliance at building product manufacturers and interior brands. It is relevant for anyone involved in developing, reviewing, or approving environmental and sustainability claims, as well as those working with websites, brochures, social media, sales materials, or other product communications.

Agenda

• 12:00 PM: Introduction and thematic overview by hej.build
• 12:15 PM: Expert insight from Dr. Daniel Kendziur
• approx. 1:00 PM: Live Q&A and group discussion
• approx. 1:20 PM: Closing remarks by hej.build
• 1:30 PM: End

Expert and moderator

Dr. Daniel Kendziur is a lawyer and partner at SKW Schwarz. He advises companies on competition and trademark law, product regulation, sustainability and green compliance. Another focus of his practice is sustainability communication, in particular green claims and greenwashing.

Franziska Holzmann, Strategic Consultant at hej.build, will moderate the Industry Update and lead the subsequent live Q&A.

About the Industry Updates

The Industry Updates are part of hej.build’s professional development program. Several times a year, we invite experts from the construction and architecture industry to a 90-minute digital session, creating a practical forum for exchange on current topics for building product manufacturers and interior brands.

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