Environmental Claims
Writing accurate sustainability and green claims that comply with regulations and maintain trust.
Key points
- Environmental claims must be truthful, accurate, and substantiated
- Vague terms like “eco-friendly” and “green” are increasingly problematic
- The ASA and CMA actively enforce against greenwashing
- When in doubt, be specific and provide evidence
Why this matters
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:
- ASA rulings requiring ads to be withdrawn
- CMA enforcement action against the client
- Reputational damage for both client and copywriter
- Erosion of public trust in genuine environmental efforts
The regulatory landscape
Several bodies oversee environmental claims in the UK:
- ASA (Advertising Standards Authority) — enforces the CAP Code for advertising
- CMA (Competition and Markets Authority) — has published a Green Claims Code
- Trading Standards — can take action under consumer protection law
The core principle across all of them: environmental claims must be truthful, accurate, clear, and substantiated.
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.
Problem words and phrases
Some common phrases are increasingly likely to cause problems:
- “Eco-friendly” — too vague; friendly compared to what?
- “Green” — meaningless without specifics
- “Sustainable” — requires clear definition and evidence
- “Carbon neutral” — must explain how this is achieved
- “Natural” — doesn’t automatically mean environmentally beneficial
- “Recyclable” — only if actually recyclable in practice (not just theoretically)
The issue isn’t that these words can never be used — it’s that they need proper context and substantiation.
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.
How to get it right
When writing environmental claims:
- Be specific — “Made with 30% recycled plastic” beats “eco-friendly packaging”
- Provide context — “Recyclable in 65% of UK council areas” is more honest than just “recyclable”
- Consider the full picture — a “carbon neutral” product shipped from overseas may have a larger footprint than a conventional local alternative
- Ask for evidence — request substantiation from your client before writing claims
- Qualify appropriately — if there are limitations, say so
Your responsibility as a copywriter
You’re not expected to be an environmental scientist, but you do have professional responsibilities:
- Ask questions — if a claim sounds too good, ask for evidence
- Push back on vague briefs — “make it sound green” isn’t a brief you should accept
- Flag concerns — if you think a claim may be misleading, raise it with the client
- Stay informed — keep up with regulatory developments and enforcement trends
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.
Summary
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.