From sustainability storytelling to verifiable proof — the executive briefing for Dentsu Global.
Creativity ishitting aRegulatoryWall.
Identify every environmental claim your clients make and validate it against real supplier data — before it becomes a regulatory or reputational risk.
The ECD.
EU Empowering Consumers Directive
The Empowering Consumers Directive (Directive (EU) 2024/825) updates EU consumer law to ban misleading environmental claims and unsubstantiated sustainability labels. From September 2026, every "green," "eco," "climate neutral," or "natural" claim made to EU consumers must be backed by clear, verifiable evidence — or it cannot be used.
Why This
Matters
Now.
Environmental claims are facing growing scrutiny from regulators, consumers, and investors. Agencies are increasingly expected to challenge unsupported statements rather than simply amplify them.
Dentsu has an opportunity to become the agency that helps clients prove what they say.
Disseminating deceptive ads and unsupported environmental claims on behalf of a client.
Illustrative mockup — not the live ZeroPact platform. Figures shown reference public regulatory precedents.
Three exposure surfaces.
"As regulators raise the bar, agencies with verified supplier data are far better equipped to push back on high-risk wording."
Dentsu influences the specific creative wording that triggers regulatory scrutiny.
Every campaign relies on a supply chain Dentsu manages and recommends.
As the amplification partner, the agency is accountable for the truth of the message at scale.
The Dentsu
Advantage.
Turn Dentsu from a campaign partner into a Verifiable Evidence Partner.
Total Market
Differentiation.
Offer something competitors cannot: a capability that connects sustainability claims to verified supplier evidence.
"We don't just create sustainability campaigns — we help prove they are true."
Radical Client
Stickiness.
Embed Dentsu into Procurement, ESG, Legal, and Compliance. Relevant across the entire client organization.
Supplier qualification cycle time shortened across green tenders.
Not an expense.
A revenue stream.
ZeroPact unlocks a client-funded, high-margin advisory line item — paid by the client, owned by Dentsu.
Modeled at $25,000 average evidence pack × 62% attach rate. Adjust to your regional book of business.
What This Enables
Dentsu to Do.
Not features. Business outcomes — concrete shifts in how Dentsu wins, retains, and monetizes its most strategic clients.
Differentiate from Other Agencies
Offer a capability competitors do not have: validating sustainability claims against real-world evidence.
Increase Client Stickiness
Embed Dentsu across marketing, ESG, procurement, legal, and compliance.
Create a New Revenue Stream
Package this as a premium, client-funded advisory service.
Protect Clients and Dentsu
Identify risky claims before they become regulatory or reputational issues.
Build a Proprietary Intelligence Asset
Every review strengthens a reusable knowledge base that grows more valuable over time.
Audit-Ready
Intelligence.
Every claim review builds reusable intelligence — making each engagement faster and more valuable than the last.
Evidence Packs
Generate auditable evidence to support sustainability claims before campaigns go live.
Claim-Risk Screening
Flag vague or high-risk wording such as 'eco-friendly,' 'sustainable,' 'green,' and 'carbon neutral.'
Supplier Proof Layer
Connect claims to verified supplier, production, media, and Scope 3 data where relevant.
Audit-Ready Trail
Create a permanent record of the evidence, decisions, and approvals behind each global claim.
Every claim
makes the next
stronger.
Each engagement becomes faster and more valuable through shared intelligence.
Faster verification time after the first 100 claim reviews.
The Shield.
A single source of truth for every claim your clients make. Try the live ECD Shield by ZeroPact below.
You are interacting with the public Beta of ECD Shield. The Dentsu-grade Version 2.0 — with full Supplier Proof Layer and Evidence Pack export — is shipping June 2026.
Open in new tabReady to
Lead
the Proof?
Secure your clients, diversify your revenue, and become the agency that cannot be replaced.
Which Dentsu division leads this conversation?
Your briefing covers claim-risk screening embedded into creative workflows, with live wording scoring and SGS-signed evidence packs delivered before campaigns ship.
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