Better Life label & the EmpCo Directive
The European Directive “Empowering Consumers for the Green Transition” (Directive 2024/825, the “EmpCo Directive”) protects consumers against misleading sustainability claims and sets new requirements for certification labels. The Dutch Society for the Protection of Animals (Dierenbescherming) supports this directive, which puts an end to vague claims, company logos presented as sustainability claims or labels, and labels without independent assurance. This helps separate the wheat from the chaff and enables consumers to better recognize robust and well-structured certification labels. In doing so, the directive also indirectly increases the brand value of such labels.
The EmpCo Directive classifies animal welfare as a social aspect of sustainability. As a result, the directive applies to the Beter Life label, including its methodology, the use of its logo, and the explanation of the star system per animal species. Thanks to independent certification, publicly available and transparent criteria, and a clear focus on animal welfare, we expect that the label and its related information comply with the directive.
The Dutch Society for the Protection of Animals is currently assessing how the current operation of the label aligns with the new rules. This also applies to information and claims regarding the stars per animal species. Where necessary, the organization will refine certain aspects of the label’s operation and its public communication to better meet the requirements of the EmpCo Directive.
Below is a point-by-point explanation of the EmpCo Directive and its application to the Beter Life label.
About the EmpCo Directive
The EmpCo Directive aims to establish a stronger framework to prevent misleading sustainability communication. The regulation of sustainability claims was already part of the Unfair Commercial Practices Directive (Directive 2005/29, in force since 2005). This directive has been amended by the EmpCo Directive.
The EmpCo Directive imposes significantly stricter requirements on sustainability claims and sustainability labels. As of 27 September 2026, these rules can be enforced under Dutch law by national supervisory authorities. In the Netherlands, the Authority for Consumers and Markets (ACM) is responsible for enforcement.
Ban on absolute environmental claims
The directive prohibits general environmental claims without solid substantiation.
The EmpCo Directive bans the use of absolute environmental claims such as “sustainable,” “environmentally friendly,” or “green” if they are not made specific within the claim itself. This prevents exaggeration and misleading communication. Consumers must be able to immediately understand what the claim refers to. This ban applies specifically to environmental claims.
Use of specific instead of absolute claims on animal welfare
With regard to social characteristics, including animal welfare, the EmpCo Directive also requires that consumers must not be misled. In principle, the same frameworks that apply to environmental claims also apply to claims about animal welfare. This means that all claims must be as specific as possible and well substantiated. Absolute and vague claims regarding animal welfare are quickly considered misleading.
The Dutch Society for the Protection of Animals provides information as completely and clearly as possible about the use and application of the 1, 2, and 3 stars per animal species, which form the basis of the label. Explanations of the meaning of the Beter Life label and the star system per animal species and category are available on our website.
To remain accessible and understandable for consumers, the organization will continue strengthening the substantiation of its communication. It also ensures careful assessment of all claims against the standards of the amended EmpCo Directive. Where necessary, claims will be adjusted accordingly.
New rules for sustainability labels
The EmpCo Directive sets stricter requirements for the use of sustainability labels. A sustainability label may only be used if it is based on a certification scheme. This scheme must be open to all companies that can meet the requirements, under fair and transparent conditions. The requirements are established by the scheme owner in consultation with experts and stakeholders.
Additionally, there must be clear procedures to address violations, such as suspension or withdrawal of the label. Compliance must be monitored by an independent third party that operates according to recognized standards (such as ISO 17065) and has no ties to the scheme owner or the company.
Application to the Beter Life label
We expect that the Beter Life label is in line with the new requirements, given the standards applied and the independent oversight. Below is a brief explanation.
Once draft criteria for the Beter Life label have been developed, they are submitted for public consultation. Participants, supply chain partners, and other stakeholders such as knowledge institutions can respond. The board of the Dutch Society for the Protection of Animals then formally adopts the criteria. Participants are subsequently audited against these established criteria. All criteria per animal species are available on both the Better Life label website and the consumer website.
The Beter Life label works with independent, accredited certification bodies to carry out inspections, which take place both periodically and annually. In addition to regular announced annual audits, additional inspections are conducted based on risk analysis, for example in higher-risk sectors or in response to signals.
In meat processing companies, certification bodies trace products throughout the entire supply chain to verify compliance with Beter Life criteria. These inspections are conducted both announced and unannounced. Various safeguards are in place to ensure consistent and careful assessment. If one or more criteria are not met or deviations are identified, appropriate measures follow, such as re-inspection, suspension, or exclusion.
In light of the amended Unfair Commercial Practices Directive, the Dutch Society for the Protection of Animals continues to assess how this system aligns with all requirements and whether further adjustments are necessary.
Valid certification
The label may only be used if the product is demonstrably certified.
The Beter Life label complies with this requirement. Based on an initial inspection and verification that all requirements are met, the label can be awarded. Companies may only use the Beter Life label logo with a valid BLk certificate and registration in the official BLk register.
Information must be easy to find
The EmpCo Directive requires that labels clearly explain what they stand for.
The Dutch Society for the Protection of Animals provides clear explanations of the star system that forms the basis of the label. Information about the meaning of the Beter Life label stars per animal species and how compliance is monitored is available on the website.
To remain accessible to consumers, the organization will further strengthen its substantiation in the coming period to improve consumer information.