Greenwashing vs. Genuine Green Claims – New Trade Mark and Marketing Rules under EmpCo

Environmental claims are becoming increasingly important in branding and marketing, while the legal framework governing such claims continues to evolve. The EmpCo Directive introduces new rules aimed at empowering consumers in the green transition and addressing misleading environmental claims.

The webinar organised by FICPI Sweden brings together perspectives from trade mark law, marketing law and technical expertise. It will explore green trade marks from an EUIPO perspective, the impact of the EmpCo Directive on the use of green trade marks and environmental marketing claims, the challenges arising from delayed national implementation, and the technical evidence behind environmental claims.

Dr. Daniel Kendziur will speak on “Green trade marks as environmental claims – the impact of EmpCo”. His presentation will explore how the new EmpCo rules affect the use of green trade marks in marketing, when a trade mark itself may constitute an environmental claim, what substantiation may be required and the potential consequences of non-compliance.

The programme also includes:

• EUIPO: The EUIPO perspective on green trade marks, including distinctiveness, descriptiveness and potentially deceptive trade marks
• Implementing EmpCo – the Swedish example
• Technical perspective: Methods, data and comparisons used to substantiate environmental claims
• Panel discussion: Practical questions surrounding existing green trade marks and the interaction between legal, trade mark, sustainability and technical expertise

Further information and registration are available on the FICPI Sweden event page.