Equestrian Sustainability Claims: Words Are No Longer Enough

New EU rules are now in force — and the equestrian sector is part of the change.

Since 27 September 2026, new European rules arising from the Empowering Consumers for the Green Transition Directive (EU) 2024/825 — known as EmpCo — apply across the European Union.

The message for the equestrian sector is straightforward:

If you make sustainability or responsible-business claims to consumers, you need to be able to demonstrate what stands behind them.

Words and expressions such as sustainable, responsible, green, eco-friendly, environmentally friendly, ecological, animal-friendly, good for animals, responsibly managed, ethical or similar claims can no longer simply be used as attractive marketing language without appropriate justification.

If you say it, you must be able to demonstrate it with facts and evidence via an independent third party.

This will impact the entire equestrian sector. Equestrian centres and riding schools, studs and breeding operations, equestrian tourism businesses, events and competitions, therapy and care services, transport providers, and retailers and suppliers all communicate with consumers.

Websites, social media, brochures, advertisements, and events can all contain claims about how responsibly an organisation operates.

From words to evidence

Saying that your organisation is sustainable or responsible is easy; demonstrating it is different. The new regulatory environment places much greater importance on evidence, transparency and credible verification.

For the equestrian sector, this creates a simple question: can you prove what you say?

• Can you demonstrate how you manage horse welfare?
• Can you show how you manage energy, water and waste?
• Can you evidence responsible purchasing and sourcing?
• Can you demonstrate how staff are trained?
• Can you show how environmental impacts and risks are managed?
• Can you substantiate what you communicate to riders, guests, owners, visitors and customers?

If the answer is yes, those actions should be documented and converted into credible evidence. If the answer is not yet, it is time to start.

This is why SEI exists

The Sustainable Equestrian Initiative (SEI) was created specifically for the equestrian world. SEI provides a structured, evidence-based framework that allows equestrian organisations to identify what they are already doing, improve where necessary, document their practices and prepare those practices for independent third-party assessment and certification.

SEI Certified is not about simply saying that you are sustainable; it is about being able to prove what you actually do and claim.

SEI converts sustainability from marketing language into a structured management approach supported by policies, procedures, measurements, records, actions and evidence. That evidence can then support credible communication with customers, riders, guests, owners, partners and other stakeholders. It combines 18 common criteria that apply to every organisation with the Activity Modules that match what you actually do.

The risk is real

Across Europe, national consumer-protection authorities are responsible for enforcing consumer rules. In the Netherlands, for example, this role is undertaken by the Autoriteit Consument & Markt (ACM).

Businesses should therefore review the sustainability and environmental claims they are already making. The consequences of misleading consumers can be substantial — financially, legally and reputationally. The equestrian sector cannot afford to assume that sustainability regulation applies only to large corporations, hotels, airlines or manufacturers. If you communicate a claim to consumers, the rules apply to you too.

The opportunity

You may already be doing far more than you realise.

Many equestrian organisations already manage horses responsibly, reduce waste, control water and energy consumption, purchase locally, protect biodiversity, train employees and contribute positively to their communities. The problem is often not a lack of action; it is a lack of structured evidence.

SEI is here to help

SEI helps organisations identify what they already do, close gaps, and turn everyday responsible practices into documented, independently assessable evidence. The certification journey is designed to be followed at your own pace, and the audit and certification cost is set by the independent Certification Body.

Don’t wait until a customer, authority, business partner or auditor asks you to prove your claims.

Measure it — Document it — Demonstrate it — Get independently assessed.

SEI turns words into facts. You are probably more sustainable than you think. Now prove it.

Register your organisation and the SEI Team will confirm your activities, identify the applicable Activity Modules and explain the next steps.

Sustainable Equestrian Initiative — SEI. One community. One shared passion for horses.

Andrés