You may be hearing more about EmpCo – the EU Directive on Empowering Consumers for the Green Transition.
From 27 September 2026, new rules will apply across the EU aimed at tackling greenwashing and making environmental claims clearer, more specific and better supported. The Directive strengthens existing consumer protection rules and places much greater emphasis on being able to explain and substantiate what sits behind an environmental claim.
For Better Stands, we see this as a positive direction and an opportunity to make our own communications even clearer.
We have already been reviewing the language used across the Better Stands website and supporting materials, using the principles behind EmpCo as a guide.
One of the first changes is consistency. We are being much more precise about the language we use: an assessment is the process through which a stand is evaluated, a rating is the result of that assessment, and the certificate is the document on which that rating appears.
We are also moving away from broad sustainability statements and explaining how and why a benefit occurs.
For example, rather than simply saying that Better Stands supports sustainability, we explain that reusable stand construction allows components to be used multiple times rather than being disposed of after one event, helping improve resource efficiency.
The same approach is being taken with subjects such as embedded emissions and safety. Instead of simply making a claim, we are adding the context behind it – explaining why repeated use can reduce embedded emissions per use, or why some reusable stand systems can reduce particular risks during build and dismantle.
It may sound like a small change in wording, but it is an important one.
As Better Stands continues to grow internationally, clear and credible communication is essential. We want organisers, exhibitors, service providers and assessors to understand exactly what Better Stands measures, what its ratings mean and the evidence behind the benefits we talk about.
We are also sharing this approach because it may be useful for our own IFES and Better Stands members when describing their own sustainability initiatives. The same principles apply: use consistent language, avoid broad or vague claims, and explain clearly what is being done, how it works and what the benefit actually is.
EmpCo is raising the bar for environmental communication. We are embracing that direction now and using it to make Better Stands communication more precise, transparent and useful for the industry.
See what we are doing specifically – Better Stands Communications Update | Elaborating and Substantiating Claims
