What is Extended Producer Responsibility (EPR)? The EU's per-country register/report/pay regime, in plain English

EPR makes the company placing a product on the market financially responsible for its post-consumer stage. It runs per-country and per-stream — packaging, WEEE, batteries, textiles — with marketplace delisting now the sharpest enforcement lever. Here's what it actually is.

EU Responsible Person (EU RP): who needs one, what they actually do, and how to designate one

An EU Responsible Person is the EU-established economic operator that authorities can reach when a non-EU brand sells into the Union. Since 13 December 2024, every covered consumer product placed on the EU market must have one named on the listing, the product, or the packaging. Here is what the role does, who needs it, and what to put in place this quarter.

GPSR for Shopify sellers: the Article 19 block, the EU Responsible Person, and what changes for every EU-shipping store

Shopify is not a marketplace under GPSR Article 22 — which makes the seller, not the platform, responsible for Article 19 compliance on every listing. Here is the exact listing block, the EU Responsible Person requirement, the theme-template change, and the per-region catalogue audit every Shopify store needs to run for the EU 27.

What is a Digital Product Passport (DPP)? The EU's per-SKU data record, in plain English

The Digital Product Passport is the structured digital record the EU is rolling out under ESPR — batteries first (Feb 2027), textiles next, then most physical product categories through 2030. Here's what it actually contains, who has to issue one, and what to do this quarter.

What is GPSR? A plain-English overview

The EU General Product Safety Regulation has been enforceable since 13 December 2024. Here is what it actually changes for online sellers — the obligations, the dates, and the practical baseline.

What is REACH SVHC? The 0.1% w/w per-article threshold and Article 33 communication duty, in plain English

REACH — Regulation (EC) 1907/2006 — requires anyone supplying an article in the EU that contains a Substance of Very High Concern above 0.1% w/w per article to (a) communicate sufficient information up the B2B chain under Article 33(1), (b) respond to consumer requests within 45 days under Article 33(2), and (c) notify the ECHA SCIP database. The Candidate List is updated by ECHA roughly each January and June — every update can pull new substances into your existing products.

What is CE marking? The EU self-declaration that lets you place a product on the market

CE marking is the manufacturer's declaration that a product meets every applicable EU product directive — Toy Safety, LVD, EMC, RED, PPE or Machinery, in most ecommerce cases. It is self-declared (Module A) for non-Annex-IV products, but you must hold a technical file and a signed EU Declaration of Conformity (EN ISO/IEC 17050-1) for ten years. Amazon EU has intensified DoC requests since August 2025 and delists ASINs that cannot produce one.

What is EmpCo? The EU's anti-greenwashing law, in plain English

EmpCo — Directive (EU) 2024/825 — is the live EU law banning vague eco-claims, offset-based 'carbon neutral' product claims and unverified sustainability labels. Enforcement starts 27 September 2026. Here's what it actually does.

What is the EU Right to Repair Directive? Plain-English overview of (EU) 2024/1799

The Right to Repair Directive — (EU) 2024/1799 — forces manufacturers of regulated product categories (washing machines, dishwashers, fridges, vacuum cleaners, smartphones, tablets and the categories ESPR expands to) to repair on request, offer spare parts and tools at a non-discriminatory price, and provide an indicative repair price up front using the standardised European Repair Information Form (Annex I). Repaired products get a 12-month warranty extension. Member states must apply the directive by 31 July 2026.

What is PPWR? The EU's directly-applicable packaging law, in plain English

PPWR — Regulation (EU) 2025/40 — is the EU's new packaging law. Same text in all 27 member states. General application starts 12 August 2026, with tightening milestones through 2038. Here's what it actually does.

GPSR on Amazon EU: the Manufacturer Contact attribute, the EU Responsible Person field, and how Seller Central enforces Article 22

Amazon is the EU's largest GPSR enforcer. The Manufacturer Contact and Responsible Person attributes in Seller Central are mandatory on covered listings since 13 December 2024, and Amazon delists non-compliant ASINs automatically. Here is what each field expects, the per-marketplace differences, and the audit every Amazon EU seller needs to run this quarter.

Non-EU seller obligations: the actual EU compliance stack for brands shipping into the Union from outside

If you sell physical consumer products into the EU from outside it, six regimes attach to every order: GPSR, EU Responsible Person, EPR, PPWR, EmpCo, and (from 2027 onwards) DPP. Here is the full obligation stack, the deadlines that are already live, and the operational checklist for 2026.

Banned green claims under EmpCo: the six practices to remove from your marketing

Under Directive (EU) 2024/825, six specific marketing practices are banned outright across the EU 27 from 27 September 2026 — no balancing test, no defence. Here are the six, with concrete before/after examples.

PPWR packaging requirements: the seven checks every EU seller must pass

PPWR (Regulation (EU) 2025/40) imposes seven concrete packaging requirements that phase in between 12 August 2026 and 2038. This guide walks each check with what is enforceable now versus what to capture for upcoming milestones.

EPR registration by country: the EU 27 register/report/pay map sellers actually need

EPR is implemented per member state — LUCID, ADEME, CONAI, Verpact and 24 others. Here's how the national registers work for packaging, WEEE, batteries and textiles, what PPWR Art. 44 changes from 12 August 2026, and where non-EU sellers need an Authorised Representative.

DPP for textiles: what sellers should track now

The Digital Product Passport lands on textiles before most other categories. Here is what fashion and apparel sellers should be capturing in 2026 to be ready.

Seller responsibilities under GPSR

GPSR assigns specific duties to manufacturers, importers, distributors and fulfilment providers. This guide maps the obligations to the role you actually play — and what 'documented' means when an authority asks.

Required product information under GPSR

GPSR Article 19 lists the information online sellers must surface before checkout — manufacturer details, Responsible Person, identifiers, warnings, safe-use instructions. Here is what each field really means in practice.

EPR for online sellers: how marketplaces enforce it, and what gets your listings delisted

For e-commerce sellers, the sharpest EPR risk in 2026 isn't national fines — it's marketplace delisting under the Digital Services Act. Here's how Amazon EU, Otto, Bol.com and others enforce EPR, what pay-on-behalf actually costs, and how to pre-empt suspension.

PPWR for e-commerce sellers: the parcel, the marketplace, and what changes 12 August 2026

PPWR explicitly covers e-commerce packaging and names online marketplaces as responsible actors. From 12 August 2026, the shipping box, mailer and polybag are in scope — and listing-level enforcement is the sharpest stick. Here's the practical guide.

GPSR for Etsy sellers: handmade is not exempt, the Responsible Person field, and what changes for makers shipping into the EU

Etsy is a marketplace under GPSR Article 22, and 'handmade' carries no exemption from the General Product Safety Regulation. Since 13 December 2024, every Etsy listing shipped into the EU 27 must carry manufacturer, Responsible Person, and warnings — and Etsy delists listings missing them. Here is what an Etsy shop actually needs to do.

EmpCo for fashion and textile brands: the highest-risk sector, mapped to the six bans

Fashion is the most-scrutinised sector under EmpCo. Generic 'sustainable' collections, offset-based 'climate neutral' garments, and self-made eco-badges are squarely in the banned set. Here's the sector-specific playbook for 2026.

DPP and product traceability: the supply-chain data work the passport actually demands

The Digital Product Passport is a traceability instrument before it is a consumer-facing artefact. Here's the data chain — identifier, components, suppliers, substances, country of origin, evidence — that any DPP under ESPR or the Batteries Regulation will demand, and how to start capturing it now.

GPSR for online marketplaces

GPSR Article 22 layers product-safety duties on top of the Digital Services Act. Here is what online marketplaces must now do, and what sellers should expect from the platforms they list on.

Common GPSR mistakes online sellers make

After a year of GPSR enforcement, the same gaps appear over and over in marketplace suppressions and national-authority findings. Here are the seven most common — and what a clean fix looks like.

Ecommerce compliance readiness: the per-SKU, per-regime readiness framework for EU-shipping catalogues in 2026

EU compliance is not a single 'are we compliant?' verdict — it is a per-SKU, per-regime readiness state across GPSR, EU RP, EPR, PPWR, EmpCo and DPP. Here is the five-layer framework, the per-SKU score that drives prioritisation, and the catalogue-audit pattern that turns a regulatory backlog into a shippable engineering ticket list.

GPSR compliance checklist: every field your EU product listing needs

The General Product Safety Regulation (EU 2023/988) — GPSR — has been applicable since 13 December 2024. Every consumer product listing on an EU marketplace or ecommerce storefront must carry specific information. Missing a single field can result in listing suppression, marketplace enforcement, or regulatory action.

Amazon suspended my listing for GPSR non-compliance — how to fix it

If your Amazon EU listing has been suppressed, deactivated, or flagged for GPSR non-compliance, you are not alone. Since the General Product Safety Regulation (EU 2023/988) became applicable on 13 December 2024, Amazon has been running automated compliance checks across every EU marketplace — and enforcement has intensified throughout 2025 and 2026.

EU Responsible Person vs Authorised Representative: what is the difference and which do you need?

"EU Responsible Person" and "Authorised Representative" are two terms that non-EU sellers encounter constantly when trying to comply with EU product regulations. They sound similar, they serve related purposes, and they are easy to confuse — but they are legally distinct roles created by different regulations with different scopes.

How to find and appoint an EU Responsible Person — step by step, with costs

If you are a non-EU seller placing consumer products on the EU market, you almost certainly need an EU Responsible Person (EU RP). The requirement comes from GPSR (Regulation (EU) 2023/988), applicable since 13 December 2024. Marketplaces are actively enforcing it — Amazon, bol.com, Etsy, and others are suppressing listings that do not include EU RP details.

GPSR for TikTok Shop sellers: what is required in 2026

If you sell physical products to EU consumers through TikTok Shop, the General Product Safety Regulation (GPSR) applies to you. The regulation does not distinguish between traditional ecommerce and social commerce — any channel that makes consumer products available to EU buyers is in scope, and GPSR Article 22 places explicit obligations on online marketplaces to verify compliance.

EU Packaging Regulation (PPWR): what changed on August 12 and what sellers must do now

On 12 August 2026, the EU Packaging and Packaging Waste Regulation — Regulation (EU) 2025/40, known as the PPWR — became directly applicable across all 27 EU Member States. It replaced the 1994 Packaging and Packaging Waste Directive that had governed packaging rules for three decades. If you sell packaged products into the EU, the rules have changed. There is no grace period for existing stock.

PPWR and Amazon: what changes for FBA sellers in 2026

If you sell on Amazon EU marketplaces — Germany, France, Italy, Spain, the Netherlands, Poland, Sweden, or Belgium — the EU Packaging and Packaging Waste Regulation (PPWR) now applies to you. The regulation became directly binding on 12 August 2026, and Amazon is named in the regulation as a responsible actor when it handles packaging or logistics on behalf of third-party sellers.

Packaging material data requirements under PPWR: the complete field list

The EU Packaging and Packaging Waste Regulation (PPWR) — Regulation (EU) 2025/40 — requires every producer to hold documented data on every packaging format they place on the EU market. This is not optional supplementary information. From 12 August 2026, the Declaration of Conformity and technical documentation for packaging are regulatory requirements, and the data behind them must be available to authorities on request.

PFAS in food-contact packaging: the August 2026 EU restriction explained

As of 12 August 2026, the EU Packaging and Packaging Waste Regulation (PPWR) restricts per- and polyfluoroalkyl substances — commonly called PFAS or "forever chemicals" — in food-contact packaging. This is the most immediately enforceable requirement of the PPWR and the one that requires action from any seller whose packaging touches food.

Words you can no longer use on EU product listings after September 2026

From 27 September 2026, the EU Empowering Consumers Directive (EmpCo) — Directive (EU) 2024/825 — makes certain environmental marketing claims unlawful when used without substantiation. This is not a guideline or a best practice recommendation. It is enforceable law, transposed into the national consumer protection rules of every EU Member State.

"Eco-friendly," "sustainable," "green" — which product claims are now illegal in the EU?

"Eco-friendly." "Sustainable." "Green." These three words appear on millions of product listings across Amazon, Shopify, Etsy, and other EU-facing marketplaces. From 27 September 2026, using them without specific, verifiable evidence will be an unfair commercial practice under EU law.

EU green claims rules: what changes on September 27, 2026

On 27 September 2026, the Empowering Consumers for the Green Transition Directive — Directive (EU) 2024/825, known as EmpCo — becomes enforceable across all EU Member States. From that date, environmental claims made to EU consumers are subject to strict new rules. There is no transition period. Claims that were acceptable on September 26 may be unlawful on September 27.

6 MIN READ · UPDATED 30 AUGUST 2026 · REVIEWED BY THE REGONANCE EDITORIAL TEAM

If you sell products in the EU and make any environmental or sustainability claims — on your packaging, your product listings, your website, or your advertising — this directive applies to you.

This guide explains what EmpCo requires, what types of claims are affected, and what to review in your product listings before the deadline.

What EmpCo is

EmpCo amends two existing pieces of EU consumer protection law: the Unfair Commercial Practices Directive (2005/29/EC) and the Consumer Rights Directive (2011/83/EU). It does not create a new standalone regulation — it strengthens the existing framework by adding specific rules about environmental claims.

The directive was adopted in February 2024 and published in the Official Journal on 6 March 2024. Member States were required to transpose it into national law by 27 March 2026. The rules become binding for businesses on 27 September 2026.

EmpCo is sometimes confused with the Green Claims Directive — a separate proposal that was withdrawn by the European Commission in June 2025. EmpCo is the binding law. The Green Claims Directive is not. If you have been tracking "EU green claims regulation," EmpCo is the one that matters.

What changes on September 27

Generic environmental claims are prohibited without substantiation

From September 27, businesses can no longer make general, vague environmental claims such as:

"eco-friendly"
"green"
"environmentally friendly"
"sustainable"
"climate-friendly"
"good for the planet"
"conscious"
"responsible"

unless the claim is substantiated by recognised, excellent environmental performance relevant to the claim. In practice, a generic claim like "eco-friendly" is effectively banned because it refers to the product's overall environmental impact — which is almost impossible to substantiate comprehensively.

Offset-based carbon neutrality claims are banned

EmpCo explicitly prohibits claims of neutral, reduced, or positive environmental impact when they rely on greenhouse gas offsetting outside the product's own value chain. This means:

"carbon neutral" — banned if based on purchased carbon credits
"climate neutral" — banned if based on offsetting
"CO2 compensated" — banned if based on offsetting
"net zero" — banned if based on offsetting rather than actual emissions reductions within the value chain

This is one of the most commercially significant provisions. Many brands currently use "carbon neutral" claims backed by offset certificates. From September 27, these claims are unlawful in the EU unless the neutrality is achieved through actual reductions in the product's value chain — not through purchased credits.

Future environmental commitments need backing

Claims about future environmental performance — such as "carbon neutral by 2030" or "100% recyclable packaging by 2028" — can only be made if they are supported by:

clear, objective, and publicly available commitments;
a detailed implementation plan with measurable and time-bound targets;
regular independent third-party verification.

A vague pledge without a published plan and verification mechanism is not compliant.

Unrecognised eco-labels and self-certifications are banned

Sustainability labels displayed on products or listings must be based on a certification scheme or established by public authorities. Self-created labels, logos, or badges that suggest environmental credentials without an underlying recognised scheme are prohibited.

This affects brands that have created their own "green" badges, sustainability scores, or environmental certification marks. Unless the label corresponds to a recognised certification scheme, it cannot be used.

Misleading durability and repairability claims are prohibited

EmpCo adds new unfair commercial practices related to product durability:

claiming a product has a certain durability (in terms of time or intensity of use) when it does not;
presenting a product as repairable when it is not;
failing to inform consumers that a product is designed to limit its functionality when using non-original consumables, spare parts, or accessories.

Which claims are still allowed

EmpCo does not ban all environmental communication. It bans vague, unsubstantiated, and misleading claims. The following types of claims remain permissible:

Specific, substantiated claims about a single measurable attribute. For example: "This packaging contains 80% post-consumer recycled plastic" — if true and verifiable. The claim is specific (names one attribute), measurable (80%), and verifiable (test data exists).

Claims based on recognised EU or Member State certification schemes. For example: "EU Ecolabel certified," "FSC certified," "GOTS certified." These are backed by independent, publicly accessible certification standards.

Factual statements about material composition or product characteristics. For example: "Made from organic cotton" (if certified), "BPA-free" (if tested), "Compostable according to EN 13432" (if certified).

The distinction is between vague endorsement ("eco-friendly") and specific fact ("80% recycled content, verified by [scheme]"). EmpCo rewards specificity and penalises vagueness.

The penalties

EmpCo does not set harmonised EU-wide fines — enforcement is through national consumer protection authorities, and penalties vary by Member State. However, the amended Unfair Commercial Practices Directive allows for fines of up to 4% of annual turnover for widespread infringements. Individual Member States may set higher thresholds.

Beyond fines, enforcement can include:

orders to withdraw or modify advertising;
product listing modifications required by marketplaces;
injunctions against specific claims;
publication of enforcement decisions (reputational impact).

Marketplace enforcement is also likely. If Amazon, Shopify, or other platforms implement EmpCo-related listing checks — as they have done with GPSR — non-compliant claims could trigger listing suppression.

What to do before September 27

1. Audit every environmental claim in your product listings

Search your product titles, descriptions, bullet points, images, and A+ content for any environmental or sustainability language. Common terms to flag: eco, green, sustainable, natural, organic (if not certified), carbon neutral, climate neutral, recyclable (if not verified), biodegradable, compostable, plant-based, responsible, conscious.

2. Remove or substantiate generic claims

For each flagged claim, decide: can you substantiate it with specific, verifiable evidence? If yes, rewrite the claim to be specific. If no, remove it.

Before: "Our eco-friendly packaging is good for the planet." After: "Our packaging is made from 85% post-consumer recycled cardboard, certified by [scheme]."

Before: "Carbon neutral product." After: Remove entirely, unless neutrality is achieved through value-chain reductions (not offsets).

3. Check your sustainability labels and badges

If you display any self-created sustainability badge, logo, or score on your products or listings, verify that it corresponds to a recognised certification scheme. If it does not, remove it.

4. Review future-tense environmental commitments

If your listing or website says "we aim to be carbon neutral by 2030" or similar, verify that you have a published implementation plan with measurable targets and independent verification. If you do not, remove the claim or add the required backing.

5. Use the Regonance EmpCo Checker

Regonance offers a free EmpCo checker that scans your product URL or pasted marketing copy and flags environmental claims that may breach the directive. It identifies generic eco-claims, offset-based carbon neutrality language, unrecognised labels, and future commitments without substantiation.

Check your product claims now → free, no account required

How Regonance helps

Regonance scans your product listings and marketing copy against EmpCo requirements, flagging claims that risk non-compliance. Each finding is traced to the specific EmpCo provision it engages, scored by risk level, and accompanied by a recommended revision. The platform covers EmpCo alongside GPSR, PPWR, DPP, and other EU mandates in one workspace.

Start free workspace

Educational information only. Not legal advice. EmpCo is a directive — national transposition may vary by Member State. The European Commission FAQ (updated May 2026) provides non-binding interpretation guidance. Validate scope with a qualified advisor.

Flag risky claims in 30 seconds — no account

Paste your product copy and see which environmental claims risk breaching the Empowering Consumers Directive before enforcement starts.

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