The end of unverified sustainability claims?

The hospitality industry is entering a new phase of accountability on sustainability - and it's long overdue.

For years, environmental claims have played an increasingly prominent role in how venues, hotels and event suppliers position themselves. But without consistent standards, independent verification, or regulatory oversight, the result has often been confusion at best - and greenwashing at worst.

That is now changing.

With the EU Empowering Consumers for the Green Transition Directive coming into force in September 2026, businesses will face far greater scrutiny over how they communicate sustainability. Claims will need to be substantiated and transparent. In short, they must be evidenced and independently verifiable.

It's a positive step for the industry.

Clearer regulation will help rebuild trust, create a level playing field, and ensure that organisations genuinely investing in sustainability are recognised for it, rather than being diluted by unsubstantiated claims.

But while the legislation is still months away, the time to act is now.

Waiting for enforcement means playing catch-up in an environment where credibility will increasingly influence procurement decisions, partnerships, and brand reputation. Venues and agencies that take proactive steps today will better position themselves than those forced to react later.

One of the most important shifts we will see is the move towards independent verification.

As scrutiny increases, it will no longer be enough for organisations to self-assess or rely on unverified claims. There must be clear separation between measurement, assessment, and certification. Independent auditing will become a critical component of any credible sustainability framework.

This is exactly why we have evolved ECOsmart to include third-party auditing, in partnership with From Now.

By introducing independent verification ahead of regulatory deadlines, we are strengthening the integrity of the certification and ensuring it aligns with where the industry is heading - future proofing.

More importantly, it reflects a broader shift in mindset.

Sustainability in the industry must demonstrate progress, backed by data, governance, and transparency. The organisations that understand this and act on it will lead the next phase of hospitality and events sustainability.

For venues and agencies alike, the message is clear: don't wait for legislation to force change.

Use this moment to build robust, credible sustainability practices now. Because, in the near future, proving your impact won't be optional.