EU directive on empowering consumers

EmpCo-ready with HORTICERT

Aligned with the key principles of the EmpCo Directive – supporting credible and transparent sustainability claims based on clearly defined criteria

Why the EmpCo Directive matters now

Consumers are increasingly looking for environmentally friendly products. At the same time, it is becoming more difficult for them to assess the credibility of sustainability claims. With the Empowering Consumers Directive (EmpCo), the European Union is responding to this development. The aim is to reduce misleading “green” claims and increase transparency in sustainability communication.

From September 2026, the EmpCo must be implemented into national law and new requirements for environmental marketing will apply across the EU. Companies are expected to make claims only if they are clear, verifiable, and transparent.

In addition, the EmpCo Directive provides that sustainability labels should be based on certification schemes or be established by public authorities. At the same time, it sets out requirements for such systems, particularly with regard to their transparency and verifiability.

This is exactly where HORTICERT comes in.

The good news: prepared with HORTICERT

HORTICERT is already aligned with EmpCo Directive’s requirements for a certification scheme.
To support companies in using the HORTICERT logo and claims credibly and transparently, we provide guidance in our Branding Guide.

This results in clear added value for System Users:

Your benefits with HORTICERT in the context of EmpCo

Here’s how HORTICERT meets the key conditions outlined in the EmpCo Directive

Requirement 1: “‘Certification scheme’ means a third-party verification scheme that certifies that a product, process or business complies with certain requirements, that allows for the use of a corresponding sustainability label, and the terms of which, including its requirements, are publicly available.”

HORTICERT is an independent third-party certification system that verifies the compliance of peat substitutes and growing media with defined sustainability requirements. HORTICERT certification is only granted to companies that demonstrably meet these requirements – verified by an independent Certification Body to ensure objectivity. The HORTICERT seal may only be used in relation to products which fulfill the HORTICERT requirements. 

The HORTICERT System Documents defining the foundations of the certification system are publicly available. The HORTICERT audit checklists are made available to all System Users and other interested parties in HORTICERT’S Client Section. To further support understanding and transparency, HORTICERT provides regular trainings and webinars for auditors, system users, and other stakeholders.

Requirement 2: “The scheme is open under transparent, fair, and non-discriminatory terms to all traders willing and able to comply with the scheme’s requirements.“

HORTICERT is accessible to all potential system users committed to meet the sustainability and traceability requirements of the standard, regardless of company size or geographic location. Every supply chain participant – from growers to final growing media producers – must be certified to ensure full supply chain traceability of certified materials. All valid HORTICERT certificates and licenses can be found in the Certificate and License Database. 

To facilitate certification for smallholders and intermediary service providers in the coir supply chain, HORTICERT developed a dedicated Group Certification Approach which allows producers to share costs and resources needed to meet the certification requirements. 

The HORTICERT fee structure is furthermore designed to be equitable, proportionate to the turnover of companies and volume of certified material, ensuring that small and medium-sized enterprises (SMEs) are not left behind.

Requirement 3: “The scheme’s requirements are developed by the scheme owner in consultation with relevant experts and stakeholders.”

HORTICERT is rooted in a multi-stakeholder dialogue that includes industry and retail representatives, NGOs, research, academia, and public authorities. These stakeholders have been and are involved in the development of the HORTICERT requirements and governance, e.g., in the form of stakeholder workshops, working groups, bilateral communication and, most recently, a public consultation on the System Documents.

More than 40 project partners are currently contributing to the ongoing development and continuous improvement of HORTICERT, considering future market and sustainability developments.

Requirement 4: “The scheme sets out procedures for dealing with non-compliance with the scheme’s requirements and provides for the withdrawal or suspension of the use of the sustainability label by the trader in case of non-compliance.”

HORTICERT maintains a clear and enforceable framework for addressing non-compliance. Certificates may be suspended or revoked in cases of verified misconduct or failure to meet requirements. HORTICERT enhances transparency by making all valid, withdrawn and suspended certificates publicly available on the Certificate and License Database.

As part of the integrity program which us currently being developed, closer monitoring of companies’ compliance with HORTICERT requirements shall be provided through integrity assessments which may be planned randomly or on a targeted basis after risk evaluations or complaints. 

Requirement 5: “The monitoring of a trader’s compliance with the scheme’s requirements is subject to an objective procedure and is carried out by a third party whose competence and independence from both the scheme owner and the trader are based on international, Union or national standards and procedures.“

HORTICERT certification is based on independent third-party audits conducted annually by accredited Certification Bodies who meet international ISO standards. The HORTICERT requirements for Certification Bodies and auditors are specified in the HORTICERT System Documents. 

In addition, the HORTICERT integrity program currently under development will provide a consistent, objective, and reliable audit and certification process by all Certification Bodies cooperating with HORTICERT, including closer monitoring of the Certification Body’s auditing and certification activities through integrity assessments. 

Strong preparation for future requirements with HORTICERT

Companies already certified under HORTICERT have established structures in place for transparent and understandable sustainability claims.
This alignment provides a clear advantage in the context of the EmpCo Directive, as existing processes can often be further developed rather than built from scratch.

As regulatory frameworks evolve and sustainability expectations continue to grow, the transparency, credibility and commitment to continuous improvement offered by HORTICERT create a trustworthy and future-oriented framework. This enables companies to communicate their environmental responsibility credibly while helping consumers make informed and conscious decisions.

Make your growing media and peat alternatives EmpCo-ready!

Become a HORTICERT system user and rely on credible and transparent certification.

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