Navigate regulatory complexity and strengthen trust and transparency.

Sustainability claims compliance solution for brands

Navigate regulatory complexity and strengthen trust and transparency.

The Green Claims Code: navigating regulations

The Green Claims Code, published by the Competition and Markets Authority (CMA) in September 2021, ensures businesses comply with UK consumer protection law on environmental claims for goods and services.

Enforced by the Advertising Standards Authority (ASA) since January 2022, it has held notable brands like Alpro, Innocent, and HSBC accountable for breaching regulations. The evolving Code provides clearer guidelines, while the ASA's "Climate Change and the Environment" project reviews and updates the advertising approach. Crucial in combating greenwashing, this Code supports change-makers with transparent and responsible environmental claims.

The Green Claims Code: navigating regulations

Transparency matters: Strengthen brand trust and loyalty

The risk of greenwashing isn’t just the regulatory fines, when 77% of consumers are likely to stop buying from brands found guilty of greenwashing there’s an unprecedented impact on bottom line.

  • Substantiation of claims is now a requirement for UK advertising. Proof-backed, third party verification ensures there is no ambiguity in your credentials.
  • Communicate your sustainability achievements with confidence and clarity and avoid feeling compelled into “greenhushing”.
  • Access to exclusive resources and events to help ensure your sustainability marketing policy maximises the potential of your achievements without unintentionally greenwashing.
Sensu Insight 2023

86% want to see more transparency from businesses on their environmental impacts, initiatives and targets.

Sensu Insight 2023

How we can help

ethy helps your brand comply with the Green Claims Code and ensure you are equipped with the best practice and tools for marketing ethically. We bring together our capabilities and experts from Green Claims Code compliance, marketing, branding and design with specialist subject matter expertise in sustainability.

Not only are we in the business of sustainability, we live it too.

See ethy’s sustainability profile to see how we’re performing on our own commitments.

Sustainability Simplified.

Gain confidence in your green claims compliance.