There’s good news for consumers and responsible companies across the EU: the EU is officially tackling greenwashing.
With the adoption of the EU Empowering Consumers Directive (ECD) in March 2024, new rules will be put in place to crack down on misleading or false sustainability labels and claims.
What’s changing?
The directive—which will go into effect on 27 September 2026—amends the Unfair Commercial Practices Directive to ban a range of practices related to sustainability claims and labels. Crucially, it will ban the use of sustainability labels that aren’t based on an official certification scheme, with the directive clearly defining what a certification scheme is and the criteria it must meet. One key condition is that every certification scheme will need to be third-party verified.
The ECD will be complemented by the proposed EU Green Claims Directive, which will set up a verification procedure to make sure environmental claims and labels are legitimate.
Why does it matter?
This directive is a major step for consumers to have clearer information about the environmental and social impacts of the products and services they buy, helping them make more sustainable choices. Strong standards like the Rainforest Alliance Certification Program will be key for companies to meet the requirements of this directive and communicate about sustainability to consumers.
Below, we break down how our program aligns with the requirements of the ECD and meets its definition of a certification scheme.
How Rainforest Alliance certification meets ECD requirements
- Requirement 1: “‘certification scheme’ means a third-party verification scheme that certifies that a product, process or business complies with certain requirements, that allows for the use of a corresponding sustainability label, and the terms of which, including its requirements, are publicly available”
The Rainforest Alliance’s Sustainable Agriculture Standard was created in line with UN Guiding Principles on Business and Human Rights and the OECD Guidelines for Multinational Enterprises on Responsible Business Conduct. Certification is awarded only after third-party evaluation of farms and supply chains, and our standard’s Farm Requirements and Supply Chain Requirements are publicly accessible.
- Requirement 2: “the scheme is open under transparent, fair, and non-discriminatory terms to all traders willing and able to comply with the scheme’s requirements”
As a member of the ISEAL Alliance, the Rainforest Alliance Certification Program follows the ISEAL Code of Good Practice for Sustainability Systems. Operating in over 60 countries, our program is open to any farms and businesses that meet the requirements of our Sustainable Agriculture Standard, including smallholder farmers. The list of Rainforest Alliance certificate holders is publicly available, as well as all certification documentation.
- Requirement 3: “the scheme’s requirements are developed by the scheme owner in consultation with relevant experts and stakeholders”
In line with ISEAL requirements, the Rainforest Alliance has a clear procedure for standard setting. We develop our standard through a multi-stakeholder process, involving farmers, NGOs, companies, and governmental institutions, with our Standards Committee overseeing feedback and updates.
- Requirement 4: “the scheme sets out procedures for dealing with non-compliance with the scheme’s requirements and provides for the withdrawal or suspension of the use of the sustainability label by the trader in case of non-compliance with the scheme’s requirements”
The Rainforest Alliance has clear rules around non-compliance, including corrective action plans, potential suspension, or cancellation of certification in case of violations. These rules are set out in detail in our Certification Rules and Auditing Rules. We also have a public grievance system where complaints or concerns about our certification program can be made, and then addressed, according to our grievance procedure.
- Requirement 5: “the monitoring of a trader’s compliance with the scheme’s requirements is subject to an objective procedure and is carried out by a third party whose competence and independence from both the scheme owner and the trader are based on international, Union or national standards and procedures”
During the three-year Rainforest Alliance certification cycle, third-party Certification Bodies (CB) conduct annual and surprise audits. These CBs hold ISO17065 accreditation from the International Organization for Standardization and must comply with strict rules. We monitor and evaluate these CBs, and assurance of CBs is detailed in our Rules for Certification Bodies.
The ECD sets a foundational framework for consumer protection. At the Rainforest Alliance, we’re thrilled to see this move towards greater accountability and transparency. As a robust certification scheme that follows international standards and best practices, we are proud to be a trusted partner for companies committed to strong sustainability claims in line with the ECD.
