Published: 14 July 2023  (Updated: 14 July 2023)

ASA Guidance on Environmental Claims

On 23 June 2023, the Advertising Standards Authority (ASA) published an updated version of its guidance on misleading environmental claims and social responsibility.  

The guidance is intended to help marketers interpret advertising codes related to environmental issues.  It includes information on:

  • Claims that could mislead if they omit significant information.
  • Claims about initiatives designed to reduce environmental impact.
  • Imagery within advertising contributing to the consumers impression of the green credentials of the product or service.
  • Absolute environmental claims, such as ‘sustainable’ or ‘environmentally friendly’.
  • ‘Carbon neutral’, ‘net zero’, and similar claims.
  • Requirements for robust documentary evidence to prove all objective claims, whether direct or implied.
  • Full life cycle analysis requirements.
  • The increased urgency for businesses to tackle climate change and other environmental harm.

The guidance can be accessed here.

Alongside the updated guidance, ASA published an opinion piece based on their approach to tackle misleading green claims.  It acknowledges considerations from companies on ‘greenwashing’ and ‘greenhushing’, engaging with practical ways to construct claims, and further information on how to comply with the advertising codes.

Find us on...