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Sustainability is considered a decisive purchasing factor across all industries. At the same time, however, uncertainty is growing among customers regarding the reliability of ecological product promises, as it is not always clear which statements are reliably substantiated and which are merely exaggerated claims. The new EU EmCo Directive now tightens the requirements for environmental and sustainability claims across Europe, thus establishing a binding framework against greenwashing. For suppliers in the hotel market, this means a fundamental change: in future, ecological claims must be scientifically verifiable, comparable, and verifiable. This development is particularly relevant for product-related equipment areas such as mattresses, which must meet comfort, hygiene, and sustainability requirements in equal measure. Against this regulatory backdrop, Swissfeel is positioning itself early on to comply with the regulations and already meets the stricter requirements today.

Sustainability is increasingly becoming a must-have. And that's a good thing. Wherever a contribution can be made to ensure that future generations do not lose their livelihoods, it must be made. But every day we see companies adorn themselves with the green of sustainability without credibly substantiating their ecological claims. That is why we expressly welcome the EU EmpCo Directive," says Swissfeel owner Philipp Hangartner.

From a scientific perspective, the regulatory realignment is also considered necessary. Prof. Dr. Sandra Rochnowski, sustainability expert for the hotel industry at the Berlin School of Economics and Law, emphasizes: “The EmpCo Directive creates a much-needed framework for reliability and comparability. Sustainability communication will thus become more fact-based and more transparent for companies and consumers alike.”

With the EmpCo Directive – Directive on Empowering Consumers for the Green Transition – the European Union is now specifying binding standards for environmental claims. The requirements of the EU EmpCo Directive (EU) 2024/825 will be integrated into the German Unfair Competition Act (UWG) with effect from September 27, 2026, and will thus be legally binding. From this date onwards, environmental claims such as “climate neutral,” “environmentally friendly,” or “sustainable” without scientific evidence will be considered inadmissible and will be assessed as misleading commercial practices. In future, all environmental and sustainability claims must be based on independent, scientifically proven findings and must be comparable and verifiable.

Swissfeel sees this development as a logical step towards greater transparency and credibility. The owner-managed company has always focused on fact-based sustainability communication and has the advantages of its SWISSFEEL 2-CYCLE concept scientifically confirmed by independent parties. Swissfeel combines this regulatory requirement with established product and corporate practices. These include fully washable mattresses, high-quality Swiss materials, a structured take-back and recycling system, and independent studies on life cycle ecology. The result is an approach that combines ecological responsibility, hygiene requirements, and economic efficiency in hotel operations. The central message for the hotel industry is therefore that credible sustainability will in future be determined primarily not by communication, but by verifiable, scientifically proven facts.