Better Life label & the EmpCo Directive
The European EmpCo Directive (EU 2024/825) protects consumers against misleading sustainability claims and sets requirements for labels. The Dutch Society for the Protection of Animals (Dierenbescherming) supports the directive, which puts an end to vague claims, company logos, and labels without independent verification. This facilitates the differentiation between substantiated and unsubstantiated claims, thereby improving consumer understanding. The directive also indirectly increases the value of labels. It classifies animal welfare as a social label. Thanks to independent certification, publicly available and transparent criteria, and a clear focus on animal welfare, the Better Life label largely complies with the EmpCo Directive. Where necessary, the Dutch Society for the Protection of Animals will further refine its public communication in certain areas to better align with the directive.
What requirements does the EmpCo Directive set?
Clear substantiation
The directive prohibits general claims without solid substantiation.
The Better Life label focuses exclusively on animal welfare and makes little to no claims about environmental or climate impact, with the exception of the dairy cattle category. The label is based on a three-star system, and the criteria per star and scope can be found on the website. All criteria are publicly available and independently verified by Certification Bodies (CBs).
Credible and independent
The EmpCo Directive excludes unverified, unreliable, or unrecognized labels.
The Better Life label fully complies with independent monitoring and certification, carried out both periodically and annually. Audits are conducted by accredited independent CBs, commissioned by the Better Life label Foundation, which is responsible for compliance and safeguarding the integrity of the label. If one or more criteria are not met or deviations are identified, appropriate measures are taken, such as a follow-up inspection, suspension, or exclusion.
Transparent and accessible criteria
Certification bodies must be open to all market participants and make their requirements publicly available, according to the EmpCo Directive.
The Better Life label complies with this requirement. After criteria are developed, they are put out for consultation. Participants, supply chain partners, and other stakeholders, such as knowledge institutions, can provide feedback. The board of the Dutch Society for the Protection of Animals formally adopts the criteria. After this, the Better Life label criteria are published. All criteria per animal category can be accessed via both the Better Life label website and the consumer website.
No misleading sustainability messages
The Better Life label specifically refers to animal welfare in both imagery and text and does not claim environmental or climate benefits, except for dairy cattle. The label complies with the ban on generic claims, as it is primarily an animal welfare label rather than a sustainability label.
Information must be easy to find
The EmpCo Directive requires labels to clearly explain what they stand for.
The Dutch Society for the Protection of Animals provides clear explanations of the star system, which forms the basis of the label. Information about the meaning of the Better Life label stars per animal category and how compliance is monitored is described on the website. To remain accessible to consumers, the Dutch Society for the Protection of Animals will further improve its consumer communication in the coming period.
Valid certification
The label may only be used if the product is demonstrably certified.
Yes: the Better Life label meets this requirement. Following an entry check and verification that all requirements are met, the label may be awarded. Companies may only use the Better Life label logo with a valid BLL certificate and registration in the official BLL register.