Everything you need to know about the Green Claims Code to protect your business in 2024
The UK government’s Competition and Markets Authority introduced the Green Claims Code in January 2022 to clamp down on false or misleading environmental claims. Since then, countless brands have been reprimanded and had their adverts or products pulled due to their unsubstantiated claims. This is a fast moving topic and the list of terms that are off limits is ever-growing. This article was updated in December 2023 but always check the news and your government’s website for the latest regulations.
Find out what it means for your business and how you can follow the Code.
We’ve all seen them. The big green ads from a petrol company telling you how many wind turbines they built last year. Or the fast-fashion brand that churns out more garments than we could ever wear, but it’s okay because they’ve got clothes recycling bins in store.
What is the Green Claims Code?
The UK government is attempting to clamp down on companies making false or misleading environmental claims. This is great news for customers and businesses alike. Customers can make informed choices and feel secure in knowing they’re getting the truth. Truly sustainable businesses will stand out more easily and earn the market share they deserve.
What do you need to do?
To protect your business, you’ll need to run your messaging past the Green Claims checklist. You’ll find the full guidelines and more information on the government website.
Here’s how to get your business Green Claims Code approved:
Read the guidelines.
List areas where you’ll need to make changes. Don’t forget to review your website, packaging, advertising and social media.
Make any changes:
a. remove false or deceptive claims
b. amend claims
c. add evidence and information
d. amend your product or service in line with your claim.
The Green Claims checklist
Before you dive into the full guidelines, here’s a quick checklist to give you an idea of what’s involved. Ask yourself:
Menswear brand Rozenbroek states their sustainable credentials in this product description for their classic white t-shirt. Note the reference to official certification from OEKO-TEX adding weight to their claims. A sentence about the significance of OEKO-TEX would make this perfect.
Is your claim truthful and accurate?
NOT COOL: An ‘organic’ t-shirt which contains less than 95% organic components
COOL: Up the organic content or re-label that tee
Dog poo bag brand Beco gives detailed instructions allowing you to compost their products at home. They’d get full marks if they could explain those technical standard codes in everyday language for us.
Is it explained in a way that is clear and unambiguous?
NOT COOL: A food container labelled compostable though it cannot be composted at home, only in an industrial composting facility
COOL: Indicate exactly what’s possible or change your packaging
Ecover makes eco-friendly cleaning and household products. But not content with focusing on ingredients, they also have policies when it comes to plastic, sourcing, manufacturing, fragrances and - as this copy shows - design. Note also the use of the present tense, telling us this is a work in progress.
Are you omitting or hiding important information?
NOT COOL: Shouting about switching to paper straws when in fact they’re a legal requirement
COOL: Be honest about why you introduced your straws and get one step ahead of the law by ditching the plastic lids as well
Ethical bank Triodos sets ambition, clear and measurable emissions goals. Looking forward to their 2025 reporting.
If you’re making a comparison, is it fair and meaningful?
NOT COOL: A law firm which claims to have reduced emissions by 50% but this is due to laying off half its staff
COOL: Make like-for-like comparisons and set tougher emission reduction targets
Sustainable swimwear brand Seamorgens lets us know that not only are their costumes made from recycled nylon waste, but the fabric can be recycled indefinitely without losing quality. Now just close the loop by offering a takeback service!
Are you considering the full life cycle of the product from creation to disposal?
NOT COOL: A ‘sustainable’ garment made from recycled plastic which has a huge carbon footprint to produce
COOL: Tell the whole story and think about how to reduce that footprint overall
We know Phoenix Taxis is as green as they say because they list evidence. A more logical structure would make this perfect.
Are your claims backed up with evidence?
NOT COOL: A taxi service which claims to be the ‘greenest taxi service in the county’
COOL: Tell us why and give us evidence
Some ways to stay safe
As you continue to develop your messaging around environmental sustainability, here are some easy ways to stay on the right side of the Code:
Avoid broad claims like ‘sustainable’ or ‘eco-friendly’ without substantiating them.
Go above and beyond legal requirements in your sector. Banned microbeads? Why not also ban chemicals that harm ocean life?
Be specific. The car is not ‘zero emissions’, it’s ‘zero emissions while driving’. It’s not ‘sustainable’, it’s ‘made from sustainable materials’.
Speak in plain language or define less common terms.
Seek third-party accreditation where possible.
Tell the whole story – where is there room for improvement? What are your goals?
Have a place to send customers where they can read the full story (when labels and small packages may not allow).
Put time in the diary to review the code versus the information you share every year – science, customer knowledge and your policies will change and grow.
One of the most important aspects of abiding by the Green Claims Code is to get into the mindset of your customer. How will they interpret the information you share? Will they find it useful? For example, telling them a bottle is ‘recyclable’ when in truth only the body is recyclable, not the lid, could cause them to buy the product under false pretences and then recycle it incorrectly.
Working with a copywriter is a great way to get to grips with your messaging. I offer a full Green Claims Code copy audit. Get in touch to find out more.