Webinar: How the New EU Marketing Regulation will Affect your Business
The European Union’s Empowering Consumers for the Green Transition directive, known as EmpCo, came into effect in late September, to protect EU consumers from misleading green and social claims. In practice, words like "eco-friendly", "sustainable", "accessible" cannot be used in marketing unless they can be backed up. Queenstown and Wānaka businesses that market to EU visitors, directly or through agents and other channels, are included in these new EU regulations (find out more here). This webinar will detail the risk to businesses, how closely it aligns to current New Zealand law and which claims are likely to breach EmpCo.
The EmpCo directive is also an opportunity for tourism operators to update marketing and storytelling in line with consumer demand. According to the Kantar Better Futures 2026 report, 87% think businesses should take responsibility for their environmental and social impact and 60% feel the way businesses talk about their social and environmental commitments is confusing. Operators who can be specific and honest about what they do are well placed to stand out.
Who should attend and what you’ll gain
This session is for tourism business owners, marketers, sustainability leads and anyone who writes about their business’s environmental or social impact. At the session, you’ll:
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Understand what EmpCo is and why it matters to New Zealand tourism businesses.
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Learn how the directive applies to operators who market to the EU and how it lines up with New Zealand law.
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Recognise the kinds of green and social claims that breach EmpCo, so you can identify them in your own marketing.
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Explore practical ways to adjust your wording and back up the claims you make.
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See how clearer, more specific sustainability messaging can help you connect with visitors who care about the details.
Webinar Details
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Date & Time: Wednesday 25 November, 2:00 - 3:00pm.
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Location: Online, attendees will be sent a webinar link one week before.
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Session Lead: Katherine Dewar (Founding Director of GoodSense - Ethical Marketing Excellence)
About the Speaker
Katherine Dewar (FCIM) is the founder of GoodSense, a Certified B Corporation. Katherine leads the team in using marketing and communications in ways that benefit people and the rest of nature. A marketer and facilitator with over 30 years’ experience, Kath has run a number of workshops in ethical marketing.
