Webinar: Sustainability Communications in a Post-Greenwashing Era

What ECGT legislation means for your business

It’s our pleasure to invite you to this free online session exploring how hospitality operators can navigate sustainability communications accurately and effectively.

• Date: 30th September 2026
• Session 1: 9am UTC/10am CET/4pm HKT
• Session 2: 8am PT/11am ET/4pm UTC

The implementation of new anti-greenwashing legislation in the EU and the retiring of Michelin’s Green Star signal the beginning of a more mature era for sustainable hospitality across the globe: one with greater transparency and greater accountability. Now, measurable and verifiable action matters more than intention.   

Despite being an EU law, the new ECGT Directive will have a ripple effect on companies everywhere. The legislation explicitly covers any business engaging in commercial practices towards EU consumers. If you’re hoping to connect with European customers through your communications, these communications would be in scope — regardless of where you are in the world. For hotels, in particular, this is a gamechanger.

With environmental legislation tightening and customers more wary than ever when it comes to green claims, it may seem like the safer option is simply to stay quiet about your ESG initiatives — but this creates its own risks. Staying silent looks like indifference or, worse, avoidance, particularly at a time when climate action feels increasingly urgent.   

Tightened regulation is not bad news; it’s an opportunity. Robust, evidence-based, action-driven frameworks provide clarity, operational guidance, external accountability and a shared language, meeting legislative requirements and satisfying even the most sceptical of customers. Frameworks can also provide valuable, well-earned recognition for chefs and restaurants, allowing you to craft your sustainability communications and celebrate your hard work with credibility.

SUSTAINABILITY COMMUNICATIONS IN A POST-GREENWASHING ERA

In this webinar, The Sustainable Restaurant Association will show why the smart way forward is to focus on transparency and accountability, using robust, rigorous frameworks to communicate your hard work in credible ways. The session will be hosted by our CEO, Juliane Caillouette Noble, and our Head of Global Certification, Julia Holiday.

What to expect:

• Understand the impact of smart sustainability communications on customer perceptions, staff recruitment and retention, and investor decision-making.
• Learn what makes sustainability communications strong and effective.
• Hear what the EU’s new legislation, the Empowering Consumers for the Green Transition Directive (EGCT), means for your business — even if you’re not based in the EU.
• Learn how robust frameworks can underpin and inform your sustainability communications.
• Discover how the Food Made Good Standard can strengthen your business by assessing behaviour, measuring action, guiding next steps and celebrating progress.

To accommodate different time zones, we will be running two sessions.

• Session 1: 9am UTC/10am CET/4pm HKT

Sign up for session 1

• Session 2: 8am PT/11am ET/4pm UTC

 Sign up for session 2

This webinar is free to attend; simply register to secure your place.