Environmental Claims: Truthful and Accurate

The Competition and Markets Authority (CMA) Green Claims Code provides six principles which must be complied with when making environmental claims. These principles are in accordance with the requirements of consumer protection law.

The first principle of the CMA’s Green Claims Code states that environmental claims must be truthful and accurate.

Give consumers the correct information.
Do not make broad and generic claims; focus on the specific aspect of your product that is true.
State the conditions or caveats that make the claim true.
Claims should not be deceptive.
Claims should not state something that is already required by law.
A specific claims attribute should not have a consequential negative environmental impact, or should not come at a significant environmental cost.

Review and assess your environmental claims against the Green Claims Code now. The CMA will carry out enforcement investigations from January 2022.

For further advice, companies can also consult the CTPA Guide to Environmental and Green Claims.

Environmental Claims: Truthful and Accurate

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