Green Claims, EmpCo and the ACT Label, With James Connelly CEO of My Green Lab
From September 2026, the EU stops accepting green claims that nobody has verified. Self-certified labels are banned. Fines run up to 4% of annual revenue. So how many sustainability claims ...in life science and medtech actually survive this?
To find out I talked to James Connelly, CEO of My Green Lab, the non-profit behind the ACT Ecolabel, the first third-party verified eco-label for laboratory products. Over 5,300 labs in 62 countries have engaged with My Green Lab certification, including 42 of the 50 largest biotech and pharma companies.
In this episode:
- How the ACT 2.0 label works: a 100-point weighted score covering everything from corporate sustainability goals to end of life, verified by an independent auditor with no on-site visit required
- What the Empowering Consumers for the Green Transition Directive actually bans, and what "verifiable" means for your own claims
- Why self-certified green leaves are now explicitly banned under EU law, and what to use instead
- The line between a defensible CO2 claim and one that gets you in regulatory trouble
- Why medical devices don't have an ACT-style label yet, and what would have to change first
- What ACT certification actually costs and how long it takes
CHAPTERS
00:00 The claim that just got banned
01:35 Welcome, James Connelly
01:37 My Green Lab vs the ACT Ecolabel
03:30 Inside the ACT 2.0 100-point score
05:43 How the certification process works
07:23 Why there is no on-site audit
09:16 Where ISCC+ and mass balance certifications fit in
10:21 Scaling to thousands of SKUs
14:33 How long certification takes, and the push to three months
15:37 What ACT certification costs
18:19 Bronze to green, and why nobody has hit green yet
21:49 Where the Digital Product Passport fits in
24:52 What the Empowering Consumers Directive actually bans
27:35 Why self-certified green leaves are now banned
32:29 How to document a defensible CO2 claim
36:06 The line between a defensible claim and a risky one
38:17 Why medical devices don't have an ACT label yet
43:22 The medtech conversations already underway
44:42 James's advice: stop analyzing, get started
CONNECT WITH JAMES CONNELLY: https://www.linkedin.com/in/james-connelly-55909024/
ABOUT THE PODCAST: MedTech Sustainability by Design is the show for people choosing better plastics in medical technology. Book a free consultation: https://calendly.com/lucas-pianegonda-gradical/discovery-call-gradical
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