AMSTERDAM — ICCA and EarthCheck have issued guidance warning the global events industry that vague sustainability claims may become a legal risk under new European consumer protection rules.
The guidance focuses on the European Union’s Empowering Consumers for the Green Transition Directive, adopted in 2024. From 27 September 2026, the directive will apply across EU member states through national consumer protection laws. It requires environmental claims made to consumers to be specific, substantiated and not misleading.
For the events industry, the issue is not limited to European-based organisations. ICCA and EarthCheck said the rules may affect venues, destinations, PCOs, associations and event suppliers that market to EU clients, delegates or consumers. This includes claims made in bid documents, event websites, sponsor decks, booking platforms, destination campaigns and post-event reports.
Generic phrases such as “sustainable venue”, “eco-friendly conference” or “green destination” are likely to require specific evidence or recognised independent certification. The directive also restricts sustainability labels that are not based on official certification schemes or public authorities.
The timing is important. The European Commission has already begun infringement procedures against several member states that had not communicated full transposition of the directive by the March 2026 deadline, signalling that implementation is moving from policy discussion into enforcement preparation.
The development may be particularly relevant for destinations across Asia-Pacific, where sustainability has become a common feature of destination marketing, bid documents and event proposals. Cities such as Singapore, Seoul and Bangkok regularly highlight ESG initiatives and sustainability programmes when competing for international association business, while Thailand recently launched the sustainability-focused “Meaningful” pillar of its new 3M strategy at IMEX Frankfurt. As European associations and buyers continue to embed sustainability requirements into procurement and site-selection processes, destinations, venues and event organisers will need to ensure environmental claims are supported by clear evidence and recognised verification.
