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The Green Claims Code – Avoiding Greenwashing

In recent times, big names in almost every industry have been named and shamed for misleading customers with green claims. 

Greenwashing is the process of conveying a false impression or providing misleading information about how a company’s products are more environmentally sound.

Greenwashing is considered an unsubstantiated claim to deceive consumers into believing that a company’s products are environmentally friendly.

What is the Green Claims Code?

In a bid to tackle greenwashing, the Competition and Markets Authority (CMA) has published its Green Claims Code to help businesses communicate their eco credentials without misleading consumers.

The code highlights six principles to which companies must adhere to:

  1. Businesses should be truthful and accurate about their products, services, brands and activities.
  2. All product messaging and credentials should be clear and unambiguous for the consumer.
  3. Businesses should not hide or omit important information that could prevent a consumer from making an informed decision.
  4. Any products compared must be intended for the same purpose or meet the same needs.
  5. Businesses should consider the total impact of a product or service from beginning to end.
  6. All claims must be substantiated with robust, credible and up to date evidence.

How can you ensure that your business is compliant?

The Green Claims Code is designed to help businesses of all sizes. The CMA advises businesses owners to check their green claims against the Code to make sure they’re on the right side of the law.

If you’re unsure about your ‘green portfolio’ or want some advice developing a more environmentally product Groundwork’s Sustainable Business consultants offer impartial, tailored sustainability advice.

Contact our environmental expert today to find out more.