BuVNK brings together expert information and guidance on EmpCo, Green Claims, the PPWR and verified sustainability communication for businesses in Germany and across Europe.
About the association
European sustainability regulation is fundamentally changing how companies communicate.
Binding and implemented frameworks such as EmpCo, the Packaging and Packaging Waste Regulation (PPWR), the CSRD and other EU rules are raising expectations for credible sustainability communication. The separate Green Claims Directive remains a pending EU legislative proposal.
The Federal Association for Verified Sustainability Communication (BuVNK), currently being established as a registered association, was founded to support businesses, industry, retail, science, policymakers and consumers in developing transparent and credible sustainability communication.
BuVNK focuses on verified sustainability communication and on explaining regulatory requirements in practical terms for companies.
Our mission and vision
The association advocates environmental and sustainability claims based on objective criteria, scientific evidence and transparent processes.
We promote shared standards, support businesses in implementing new legal requirements and accompany the transition towards responsible sustainability communication.
Our ambition is to become Europe’s leading competence platform for verified sustainability communication.
We envision a market where consumers can trust environmental information, businesses have clear guidance and sustainable innovation is not undermined by greenwashing.
Our areas of work
Promoting transparent, scientifically sound and verifiable sustainability communication.
Our principles
We do not represent individual market participants.
Our recommendations are based on recognised scientific findings.
Sustainability communication must be traceable and verifiable.
The association acts independently of individual commercial interests.
We develop solutions that businesses can implement in day-to-day operations.
We monitor developments in European sustainability regulation and encourage international exchange.
EU regulatory monitor
Many of these frameworks overlap and affect different areas, from product design and packaging to sustainability communication and reporting.
Focus: consumer protection and greenwashing.
Focus: substantiation of voluntary environmental claims.
Recyclability, recycled content, reuse, packaging minimisation, labelling and the circular economy.
Repairability, durability, recyclability, materials, resource efficiency and digital product information.
Standardised digital product information.
Many businesses face more detailed reporting requirements covering the environment, climate, social responsibility and corporate governance.
The ESRS define detailed sustainability reporting disclosures under the CSRD.
A shared classification system for environmentally sustainable economic activities.
Carbon footprint, recycling targets, traceability and due diligence requirements.
EU rules at a glance
BuVNK helps businesses navigate regulatory developments and understand the practical implications of EU requirements.
The Empowering Consumers for the Green Transition Directive is a major EU initiative affecting sustainability communication. Its aim is to strengthen consumer protection against misleading environmental claims.
The Green Claims Directive is a separate EU legislative proposal. As of 8 October 2026, the European Commission lists the proposal as pending. It would introduce additional requirements for substantiation, communication and verification of explicit environmental claims, but those proposed requirements are not binding law.
The PPWR represents a major reform of EU packaging law. Its purpose is to make packaging more sustainable, reduce packaging waste and support a circular economy through harmonised EU requirements.
The Digital Product Passport is a key EU initiative. Its aim is to make product information available digitally across the value chain, including materials, environmental data and relevant evidence.
Greenwashing and sustainability claims
Greenwashing means presenting products, services or companies as more environmentally friendly or sustainable than they actually are. Vague language, broad claims and missing evidence can mislead consumers.
“Our product is sustainable.”
“Sustainable” may cover environmental, social and other sustainability aspects. Where the message amounts to a generic environmental claim conveying excellent environmental performance, recognised excellent environmental performance relevant to that claim must be demonstrated. Evidence for one limited attribute does not automatically support an overall product claim.
“The packaging contains 85% recycled plastic.”
This is an example only, not automatic legal clearance. Use a specific percentage only where it is accurate, current and appropriately substantiated for the relevant packaging component.
“100% climate-neutral.”
If a product claim of a neutral, reduced or positive greenhouse-gas impact is based on offsetting, it is prohibited. Calculation, certification or transparent disclosure of the offset does not make that product claim permissible.
Communicate emissions and climate investments separately.
Present product-related emissions data only where the figures and methodology are genuinely supportable. Separate information about climate or carbon-credit projects and avoid implying that the product itself is climate-neutral or lower-emission because of offsetting.
Solutions from our network
Supporting members and partners in the BuVNK network develop digital solutions to help implement regulatory requirements.
Verification of sustainability and environmental claims through digital evidence and transparent documentation.
Digital documentation and verification of recycled-content shares in accordance with PPWR and MKO requirements.
Evidence and documentation of compostability for products and packaging.
The presentation of individual solutions does not constitute certification, auditing or an expert endorsement by BuVNK.
Supporting membership
As a supporting member, you contribute to BuVNK’s expert, scientific and public-interest work. Depending on the membership level, selected information as well as planned events, dialogue and professional exchange formats are intended to be available.
Annual contributions for businesses depend on annual revenue.
Institutional support
For companies and institutions wishing to support BuVNK’s research, education, events and communication activities on a larger scale.
Exclusive dialogue formats, selected analyses and studies, conferences, roundtables and prominent partner visibility.
Individual support agreements covering expert groups, research, education and events, and defined communication activities.
Supporting partnerships are agreed individually in writing and do not confer membership, voting or technical decision-making rights.
Events, publications and news
BuVNK is planning specialist events and opportunities for dialogue on sustainability communication and regulation.
BuVNK plans to publish expert materials in stages.
The news section is intended for updates on regulatory and professional developments.
Executive board
BuVNK is led by an independent executive board bringing together experience in business, sustainability, science and communication.
President of the Federal Association for Verified Sustainability Communication.
An entrepreneur for more than 20 years, with experience in sustainability solutions in construction and business development.
Vice-President and Treasurer of the Federal Association for Verified Sustainability Communication.
Both board functions are currently held by the same person.
Scientific and expert advisory board
Names and roles will be added once members have been formally appointed. The intention is to involve specialists from science, industry, business, certification, law and related fields.
Frequently asked questions
European sustainability regulation raises many questions for businesses. BuVNK explains the most common issues in clear, practical terms.
Contact
Would you like to become a supporting member or partner? We can discuss the most suitable way to support our work.
Bundesverband für Verifizierte Nachhaltigkeitskommunikation e.V. i.G.