The introduction of the Green Claims Code responds to increasing consumer desire and demand for sustainable products. Brands have been evolving to match consumer trends but there is a serious reputational risk for those business misrepresenting its environmental credentials.

For comms professionals, the Green Claims Code will work to create an industry wide benchmark to avoid greenwashing and ensure ESG claims are truthful and transparent. In an animated launch video, the CMA have shared the five steps to follow the Green Claims Code.

Brands should ask if the claims are truthful and accurate, clear and unambiguous, and do not omit or hide information. The latter three steps call for brands to ensure environmental claims only make fair and meaningful comparisons, evidence their claims and consider the full lifestyle of a product from creation to disposal.

The PRCA has welcomed the green Claims Code after its own research found that over half the British public feel they have been misled when it comes to the climate crisis discussion, specifically on social media. 

John Brown, PRCA Climate Misinformation Strategy Group Chair says, "It's about time every organisation in the UK moves away from dubious intent and towards positive action and proof. By embracing transparency and ensuring claims are backed by credible verification, brands can work fearlessly to help address one of the biggest challenges facing our world." 

More information on the Green Claims Code can be found here.