Environmental claims are under intense scrutiny. Regulators, consumers, and the media are increasingly alert to “greenwashing” (misleading claims about environmental benefits).
As a copywriter, you’re often the one crafting these claims. Getting them wrong can result in:
Several bodies oversee environmental claims in the UK:
The core principle across all of them: environmental claims must be truthful, accurate, clear, and substantiated.
The Green Claims Code
The CMA’s Green Claims Code sets out six principles: claims must be truthful and accurate, clear and unambiguous, not omit important information, compare fairly, consider the full lifecycle, and be substantiated.
Some common phrases are increasingly likely to cause problems:
There may be occasions when these words can be used, but not without proper context and substantiation.
Watch out for imagery too
Green colours, leaves, trees, and nature imagery can imply environmental benefits even without explicit claims. The ASA has ruled against ads where visuals created a misleading impression.
When writing environmental claims:
You’re not expected to be an environmental scientist, but you do have professional responsibilities:
Tip
If a client can’t provide evidence for an environmental claim, suggest reframing to something they can substantiate. “We’re working to reduce our environmental impact” is safer than unsubstantiated claims of achievement.
Environmental claims require extra care. The regulatory environment is tightening, public scepticism is growing, and the consequences of getting it wrong are significant.
The best approach: be specific, be honest, and always ask for evidence. Vague green claims are a liability for everyone involved.