Today the Competition & Markets Authority in the UK launched its 'Guidance on environmental claims on goods and services'. This follows an investigation that found that up to 40% of online 'green claims' could be misleading (aka 'greenwashing'). This also reflects the continuing increase in consumer demand for environmentally friendly products and services.

The guidance is less about an entirely new approach, and more about emphasising the importance of existing principles, and using practical examples to help brands understand the pitfalls. Some concepts are long established across all advertising (like the need for clear and honest claims, capable of substantiation) and others are more specific to brands making environmental claims - such as the need for claims to consider the full life cycle of the product or service.

This means that the CMA has joined the Advertising Standards Authority (ASA) in making clear that so called 'greenwashing' and green claims will come under particular scrutiny. CMA enforcement will start from January 2021 although similar rules apply now through the ASA.

#ASA #CMA #greenwashing #greenclaims