On 27 September 2026, the Empowering Consumers for the Green Transition (ECGT) Directive comes into force across the EU. For bakeries still finalising their environmental claims, labels and marketing copy, that is not a comfortable timeline.

A free webinar on 17 September (9:30 AM GMT+1), run by the Carbon Trust in partnership with Bureau Veritas and global law firm Pinsent Masons, is timed to address exactly this pressure point.

Running 10 days before the Directive takes effect, the session is designed to give sustainability, marketing, legal and regulatory teams practical guidance while there is still time to act on it.

The webinar will cover what compliance looks like in practice, which environmental claims carry the most regulatory risk and what evidence businesses will need to provide.

A key parallel thread is commercial: research continues to indicate that credible carbon claims and product labels at the point of purchase can influence purchasing decisions and drive measurable sales growth. The Directive tightens the bar on what counts as credible, which means getting communications right matters both for legal reasons and for consumer trust.

Confirmed speakers include Julia Nicoara, Marketing and Communications Director at the Carbon Trust and Vivien McEwen, Senior Associate at the Carbon Trust. Representatives from Bureau Veritas and Pinsent Masons are confirmed but not yet named.

Attendance is free. Reserve your place here.