Advertising with sustainability – but doing it right!

Craft businesses will soon need to be careful when advertising with terms like "climate neutral" or "eco". Stricter rules will apply from September: blanket environmental claims or unclear labels will no longer be permitted.

All over Germany, tradespeople are installing photovoltaic systems and heat pumps, insulating buildings, or working on the infrastructure for the increasing e-mobility sector. They are thus actively contributing to the Energy, heat, and Mobility turnaroundBusinesses may and should also undertake this important task as Marketing argument Use it with your customers. However, this will no longer be available from September 27, 2026. stricter Specifications.

What is changing

"In practical terms, this means: Anyone who..." promotes environmental benefits, In the future, these statements must be precise, comprehensible, and verifiable "do," explains Lawyer Susanne Terhorst, Managing Director of the Koblenz Chamber of Skilled Crafts. Undifferentiated Terms like "environmentally friendly", "eco", "green" or "climate-friendly" are meaningless without appropriate evidence. not This is no longer permitted. The reason for this is changed EU regulations (see details below). > Info box below).

These statements are risky. 

"Particularly sensitive are general environmental statements, which do not have a recognized outstanding environmental performance, such as through a recognized Type I seal or EU Ecolabel "This must be proven," the expert explains. Statements that give the impression that an entire product or the entire company is sustainable, when only one aspect is meant, are also inadmissible.

One cannot simply equate "climate neutral" or "CO2 neutral" with Greenhouse gas compensation justify. Sustainability labels are also without certification or state-imposed targets are prohibited, as are future promises such as "climate neutral by 2030" if there is no verifiable plan behind them. Legal minimum standards It is also not advisable to advertise something as a unique selling point, such as "We comply with the EnEV". not no longer permissible.

What happens if violations occur?

"Those who break the rules risk..." warnings and Injunctions “through competitors and associations,” said Terhorst. For craft businesses, there is also the added risk that they will lose their good reputation. Reputation at riskThe accusation of greenwashing can cost trust, even if the actual performance is solid.

This is the right way

"The safest way leads away from sweeping slogans and towards..." specific details" advises the lawyer. "Instead of 'sustainable,' it's better to write, which measure They actually implement which standard They fulfill and with which Documents They can prove it."

The terms "climate craftsman" or "Climate craftsmanship" for example, deceive a message A certification that doesn't exist. Terhorst proposes a legally sound alternative preface: "Future-proof building with distinction: As a registered master craftsman's business and state-listed energy efficiency experts (BAFA), we bring your project up to date – based on our specialist training 'Climate-friendly building' according to ISO 17065."

(More konkrete Beispiele For permitted advertising claims regarding sustainability, please see below. > below in the list.)

This is what tradespeople should do now 

"Check all Advertising Materials: “Website, social media, vehicles, flyers, email signatures, and offer templates,” advises Terhorst. “If these no longer meet the requirements, you should update your advertising messages using the examples listed below.” umformulierenAnd apply for missing certificates and other relevant documentation. If these are available, they should be centrally documented. It also makes sense to... Our Team The expert recommends informing customers so that no unsecured ‘green’ promises are made during customer conversations.

And finally ... It's not just the worthy goal of sustainability that counts, but also the verifiable route there. For the craft, this means more care with texts, but also more chance of credible and legally sound Advertising. In any case, one remains a climate craftsman – even if one now has to make more of a fuss about it.

Permitted advertising claims 

Lawyer Susanne Terhorst strikes here formulations before, with which tradesmen are on the legally safe side:

Not correct: ❌ "Craftsür the energy transition" or "Energy transition craftsmen" 
Correct: ✅ "Master craftsman business [trade] KfW specialist company (No. XXXXX) Verifiable CO₂ savings: Ø 3,2 t/a per order (calculation according to DIN V 18599)"
Alternative: "Measurable climate protection for your home: Your KfW-certified specialist company for energy-efficient renovations. Together we reduce your CO₂ emissions by an average of 3,2 tons per year (precisely calculated according to DIN V 18599)."

❌ "Energy consultant (craftsman)" (without BAFA listing)
✅ "Energy efficiency expert for residential buildings (BAFA list, Reg. No. EEE-XXXXX) – Master craftsman business [trade]"
Alternative: "Your direct path to maximum funding: Certified energy efficiency expert for residential buildings (official BAFA list, Reg. No. EEE-12345) & master craftsman's business."

❌ "Öco-mason" or "Grüa concrete worker" or "Sustainable shell construction" 
✅ "Master bricklayer & concrete construction specialist – specialist company for mineral insulation materials & recycled concrete (RC concrete according to DIN EN 206, Environmental Product Declaration EPD available)"
Alternative: "Modern shell construction management: Your master bricklayer & concrete construction specialist for healthy, mineral insulation materials and future-oriented recycled concrete (RC concrete according to DIN EN 206 with official Environmental Product Declaration EPD)."

❌ "Recycling concrete expert" or "Circular economy - bricklayers" (without proof) 
✅ "Processing of RC concrete (Type E, DIN EN 206) Recycled content ≥ 30% (supplier certificate, construction site documentation) Further education 'Circular economy construction' (DAfStb/VDI)"
Alternative: "Building füGenerations: We have mastered modern concrete construction with at least 30% recycled content (Type E, DIN EN 206 with supplier verification) certified by the VDI advanced training 'Circular economy construction'."

❌ "Funded bricklayer" or "BAFA masonry renovation" (without BAFA listing)
✅ "Energy efficiency expert (BAFA, EEE-XXXXX) master bricklayer BEG-Einzelmaßtook: Außenwanddämmung, basement ceilingämouthing Application process including"
Alternative: "Renovation without paperwork: Your KfW & BAFA expertür highly efficient Außwall and basement ceilingäOur service: We ütake over the entire FöApplication for funding für You."

❌ "Wäheat pump expert" or   "Heat pump specialist" (excluding VDI 4645)
✅ "Master plumber & heating engineer VDI 4645 certified (No. WP-2024-XXX, gü(valid until 2027) Manufacturer certificates: Viessmann Vitocal, NIBE S-Series, Daikin Altherma"
Alternative: "Premium WäHeating technology from the specialist: Certified master heating engineer according to VDI 4645. Your professional partner for the installation and maintenance of leading systems from Viessmann (Vitocal), NIBE (S-Series) and Daikin (Altherma).

❌ "Grüan installer" or "Öco-heating engineer" or "Sustainable Sanitärtechnik" 
✅ "Specialist company für regenerative WäEnergy generation & drinking water hygiene Solar thermal energy (BSH/DSK certified), Wäheat pump (VDI 4645), gray water recycling (DIN 1989)"
Alternative: "Independence through renewable energy: Your master craftsman for future-proof heating systems, BSH/DSK-certified solar thermal energy and modern greywater use according to DIN 1989."

❌ "FöRoad equipment installer" or "BEG expert SHK" (without BAFA listing)
✅ "Energy efficiency expert residential buildingäude (BAFA, EEE-XXXXX) SHK master BEG EM/WP: Application & Billing 127 applications approvedäage 2024"
Alternative: "Experience that pays off for you: Your listed energy efficiency expert (BAFA) for heat pumps. Benefit from our experience with over 120 successfully approved funding applications last year alone."

❌ "Drinking water expert" or "Hygiene specialist SHK" (lump sum, without proof) 
✅ "Specialist company for drinking water hygiene VDI 6023 Category B certified (No. TW-2024-XXX) – Legionella sampling (accredited laboratory, DIN EN ISO 11731) – Risk assessment according to UBA guidelines
Alternative: "Protection for your family: Certified specialist company for drinking water hygiene according to VDI 6023 (Cat. B). Professional Legionella sampling via accredited laboratories and legally compliant risk assessment."

❌ "Solar roofer" or "Photovoltaic roof from a single source" (without electrical registration) 
✅ "master roofer Roof-mounted PV installation (substructure, module mounting, roof penetrations)ührungen) Electrical installation by partner master electrician (registered in the trade register, VDE 0100) Interfaces are contractually regulated."
Alternative: "Your solar roof, expertly crafted: We üWe handle the professional, storm-proof roof installation and module mounting.ü"Our registered electrical master partner according to VDE 0100 ensures a secure grid connection – all interfaces are perfectly coordinated."

❌ "Energy-efficient roof renovation Completely from the roofer" 
✅ "master roofer roofäInsulation, vapor barrier, roofing, developmentässerung (own trade) Roof areaächenfenster (Velux/Roto partner), PV (electric partner), Gerüst (Lender) Trades listed separately in the bill of quantities"
Alternative: "Your complete roof protection: We implement your high-quality roof insulation and covering in-house. For premium components such as Velux/Roto windows or PV systems, we work hand in hand with established partners – transparently broken down for you."

❌ "Recycled roof" or "Circular economy roofer" (lump sum, without receipts)
✅ "RüReconstruction & Recycling: Old roof tiles → Recycling (tile recycling rate 85%, disposal certificate) – Bituminous membranes → Thermal recycling (documentation according to KrWG/NachwV) – EPD for new material available"
Alternative: "Responsible dismantling: We guarantee professional recycling of your old roofing materials (verifiable tile recycling rate of 85%) and use certified materials with Environmental Product Declaration (EPD) for re-roofing."

❌ "Flat roof expert" or "Sealing specialist" (without FDD expertise) 
✅ "Flat roof specialist company (FDD expertise, certificate no. FD-XXXX) Sealing: Bitumen (DIN EN 13707), plastic (DIN EN 13956), liquidüvinegar plastic (ETAG 005) JäAnnual training FDD/VDI documented"
Alternative: "Absolutely watertight, without compromise: Your specialist flat roof company (FDD certified expert). We protect your property.äude masterfully ab whether with durable bitumen (DIN EN 13707) or modern plastic sheets."

Legal Background The EU is going with the EmpCo Guideline against greenwashingThis includes misleading advertising that claims environmental benefits. EmpCo stands for "Empowering Consumers for the Green Transition." The aim is to enable consumers to better base their purchasing decisions on environmental impact, durability, and repairability. Germany adopted these guidelines in February 2026. Amendment to the Competition Act (UWG) and consumer law. To this end, the "blacklist" in the Unfair Competition Act (UWG) was expanded to include several new prohibitions. The rules apply from [date]. 27. September 2026.

 The advisors at the Chambers of Crafts will be happy to help you with any legal questions!

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