- Fifty Shades Greener launched the Green Business Certification for Hospitality.
- The EU Empowering Consumers Directive came into force on 27 September 2026.
- Businesses in breach face fines up to €60,000.
- Certification is awarded at bronze, silver, gold or Emerald level.
- The Mespil Hotel achieved gold certification.
Fifty Shades Greener has launched the Green Business Certification for Hospitality following the transposition of the EU’s Empowering Consumers Directive into Irish law. The scheme developed with Agent 4 Change enables hospitality businesses to substantiate sustainability credentials. Businesses found in breach face fines of up to €60,000 and potential custodial sentences.
The directive came into force on 27 September 2026 prohibiting unsupported generic environmental claims and requiring sustainability labels to be established by public authorities or based on certification schemes. Hotels undergo an independent audit by Agent 4 Change against certification standards. Certification is awarded at bronze silver gold or Emerald level and must be renewed annually.
The certification is recognised by Booking.com allowing certified hotels to display certification on the platform. The Mespil Hotel in Dublin is among the first hotels to achieve gold certification. Raquel Noboa Founder and CEO of Fifty Shades Greener noted guests should be able to understand what a sustainability badge means and who checked it.
Raquel Noboa shared “If a hotel displays a sustainability badge, guests should be able to understand what it means, what was checked and who checked it. Hotels doing the work deserve a clear way to demonstrate their progress, and guests deserve information they can trust.”
Cliona O’Halloran shared “At Agent 4 Change, we are proud to partner with Fifty Shades Greener to help hotels meet the expectations set by the Empowering Consumers Directive and to deliver what today’s informed consumers expect. The key is to replace vague ‘eco-friendly’ claims with specifics.”
