The Green Claims Code gives consumers new powers to stamp out greenwashing

More shoppers than ever before are making the conscientious decision to choose products that are kinder to the environment. This is great news for the planet, and for creating a sustainable future for everyone.

However, this trend has led to some brands and companies misleading consumers over how green or sustainable their products really are. They might use vague terms such as "eco-friendly", or nature-heavy imagery, or they might purposefully leave out important information. This is called greenwashing.

The Green Claims Code

In a bid to stop companies making false green statements and to empower consumers in the choices they make, the Competition and Markets Authority (CMA) has launched the Green Claims Code, designed to make sure any eco-related statements made by brands are legitimate. The code has six principles:

• Claims must be truthful and accurate
• Claims must be clear and unambiguous (not open to misinterpretation)
• Brands can't hide important information relating to their claims
• Brands must make a fair comparison between products, services or companies
• Companies need to consider the whole life of their product - from the materials used to make it to the way it's disposed of - when they make their claims
• Any claims made need to be backed up with data and evidence

If any business knowingly breaks these rules, they could face legal action.

What does the Green Claims Code mean for consumers?

Before the Green Claims Code was introduced, consumers were largely left to their own devices to identify greenwashing (check out our handy tips on that below). Now though, this legislation means that consumers have real power to hold companies accountable for the claims that they make.

Thanks to the code, shoppers can feel reassured and supported in calling out brands they suspect are being misleading. With this legislation in place, you can confidently seek validation from brands and if they can't provide a straight answer or ignore your request, then chances are they're not following the code as they should be. As sustainability becomes an increasingly important issue, companies definitely don't want to be publicly outed for greenwashing, so the Green Claims Code really empowers consumers to drive meaningful change.

Thanks to the code, shoppers can feel reassured and supported in calling out brands they suspect are being misleading. With this legislation in place, you can confidently seek validation from brands and if they can’t provide a straight answer or ignore your request, then chances are they’re not following the code as they should be. As sustainability becomes an increasingly important issue, companies definitely don’t want to be publicly outed for greenwashing, so the Green Claims Code really empowers consumers to drive meaningful change.

How can you spot greenwashing?

It’s not always easy to identify greenwashing, which is why the CMA launched the Green Claims Code – to try to stamp it out at the source. But there are a few steps you can take to make sure that you’re buying products that are as green and sustainable as brands say they are.