The Green Claims Checklist
Worried about greenwashing? Brands and marketers are often confused about how to meet the best practices for making environmental marketing claims (or “green” claims) in their key markets. Today, we’re digging in to the guidance issued by the UK’s Competition & Markets Authority.
The Green Claims Checklist
When making a green claim, a business should be able to answer ‘yes’ or agree to each of the following statements:
1. The claim is accurate and clear for all to understand.
2. There’s up-to-date, credible evidence to show that the green claim is true.
3. The claim clearly tells the whole story of a product or service; or relates to one part of the product or service without misleading people about the other parts or the overall impact on the environment.
4. The claim doesn’t contain partially correct or incorrect aspects or conditions that apply.
5. Where general claims (eco-friendly, green or sustainable for example) are being made, the claim reflects the whole life cycle of the brand, product, business or service and is justified by the evidence.
6. If conditions (or caveats) apply to the claim, they’re clearly set out and can be understood by all.
7. The claim won’t mislead customers or other suppliers.
8. The claim doesn’t exaggerate its positive environmental impact, or contain anything untrue – whether clearly stated or implied.
9. Durability or disposability information is clearly explained and labelled.
10. The claim doesn’t miss out or hide information about the environmental impact that people need to make informed choices.
11. Information that really can’t fit into the claim can be easily accessed by customers in another way (QR code, website, etc.).
12. Features or benefits that are necessary standard features or legal requirements of that product or service type, aren’t claimed as environmental benefits.
13. If a comparison is being used, the basis of it is fair and accurate, and is clear for all to understand.
For further reading, check out the full CMA Green Claims Code here.
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