A sustainable hotel. A green conference. An eco-friendly social programme. These phrases are appearing in organisers’ briefs and proposals more often than ever, but they now need more substance behind them. European rules on greenwashing also cover the communication of services – and therefore a significant part of the business events industry.
Sustainability has become a standard part of the brief for corporate events and international conferences. Organisers ask about energy consumption, waste management, participant transport, the origin of catering ingredients and certification. This makes it all the more important that the answers provided by hotels, event venues and other partners are not only appealing, but also accurate and substantiated.
The new rules stem from Directive (EU) 2024/825 of the European Parliament and of the Council, also known as the Empowering Consumers Directive or EmpCo, and apply across the EU from 27 September 2026. Their aim is to curb greenwashing: communication that creates a more favourable impression of a service’s environmental impact than the reality supports.
‘Sustainable’ is still available. On its own, it is no longer enough
Terms such as sustainable, environmentally friendly, green or climate friendly are not automatically prohibited. They become risky when their precise meaning – and the evidence behind them – is unclear.
Every claim should answer three questions:
- What does it cover? The whole hotel, a particular room, one type of event, catering, transport or simply one specific measure?
- What exactly does it say? What benefit or change does it describe, and over what period?
- What supports it? Are there data, calculations, records or recognised certification?
The supporting evidence should exist before the claim is published. Starting to look for it only when a client or participant asks is too late.
What more precise communication can look like
The following examples are illustrative only. Figures should be used only when they reflect the actual, verifiable performance of the venue or business concerned.
| ❌ Overly broad claim | ✅ More precise alternative |
|---|---|
| ‘We are a sustainable conference hotel.’ | ‘Since 2025, all the electricity we purchase has come from renewable sources.’ |
| ‘We run zero-waste events.’ | ‘We use reusable tableware for catering and separate event waste into five categories.’ |
| ‘We offer an eco-friendly social programme.’ | ‘The programme venue is accessible by public transport and no single-use plastic items are used.’ |
| ‘Our venue is environmentally friendly.’ | ‘We use rainwater to irrigate our outdoor grounds.’ |
A specific statement is clearer for the organiser and more useful for their own reporting. It must still reflect both the reality and the true scope of the measure.
Five common communication pitfalls
1. One measure is presented as a feature of the entire operation
Solar panels or reusable cups are concrete steps. On their own, however, they do not make an entire hotel or conference ‘sustainable’.
2. The explanation is hidden too far away
A broad slogan on the front page of a proposal cannot simply be corrected by linking to a lengthy methodology. The clarification should be clear, prominent and directly connected to the claim. A QR code alone may not be enough.
3. An in-house green symbol looks like certification
A leaf, globe or medal accompanied by the words eco certified may appear to be an independent endorsement. A sustainability label should be based on a credible certification scheme or established by a public authority. It must also be clear what, exactly, has been certified.
4. A future target has no plan behind it
A claim such as ‘We will be carbon neutral by 2030’ requires a publicly available and realistic plan, measurable interim targets and regular independent verification. A distant date is not evidence in itself.
5. The green impression comes from the visuals rather than the words
Colours, photography, icons and overall branding can also be assessed. If the visuals suggest an environmental benefit, the overall impression must be just as honest as the written information.
Precision as a competitive advantage
The new rules are not a reason to stop talking about sustainability. On the contrary, they give greater weight to hotels, venues and attractions that can demonstrate concrete results.
For an organiser, information about energy consumption, the proportion of waste separated for recycling, public transport access or valid certification is more useful than a generic green label. It can help them compare proposals, justify their choice of supplier and document the parameters of the event as a whole.
Fewer sweeping statements, more verifiable facts. In business events communication, that is not only safer – it is more credible.