The article examines Austria's implementation of the EU Empowering Consumers for the Green Transition Directive (EmpCo) through amendments to the Unfair Competition Act and the Distance Selling Act. It explains that certain environmental claims have been added to the blacklist of per se prohibited practices, so that their mere use may constitute an infringement. The authors address generic claims, climate neutrality statements based on offsetting, durability information and the restriction of sustainability labels to public or certified schemes. They offer practical recommendations for reviewing claims across all channels and note that the rules are likely to influence B2B communications as well.