Published: 20 October 2021  (Updated: 20 October 2021)

ASA Ruling on Environmental Claims

On 20 October 2021, the Advertising Standards Authority (ASA) upheld a ruling against an environmental claim made on food products.  Whilst the ruling is not related to a cosmetic product, the assessment and background of the ruling is still relevant because similar claims may be made for cosmetic products.

The ruling investigated the environmental claim ‘good for the planet’. This claim was assessed to be too broad and ambiguous, as well as unqualified and omitting relevant information to the consumer.  The ad was therefore banned by the ASA and cannot appear in this form, as it was in breach of the CAP Code section on environmental claims.

Companies are reminded that making broad and ambiguous claims, as well as omitting relevant information to the consumer, is also not allowed under the Competition and Markets Authority (CMA) Green Claims Code.  Other examples of broad and ambiguous claims that may be made for cosmetic products may be ‘clean beauty’, or ‘green beauty’, or ‘environmentally friendly’.  Further advice from CTPA and reference to the relevant legal requirements from the ASA and the CMA are available on the CTPA Guide to Environmental and Green Claims.

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