What is Greenwashing?
The practice of making misleading or unsubstantiated claims about environmental benefits. UK regulators including the CMA and ASA have issued green claims guidance to help businesses avoid greenwashing.
Why it matters
Greenwashing carries serious reputational and regulatory risk. The CMA can take enforcement action against misleading environmental claims. Having verified carbon data and transparent methodology is the best defence against greenwashing accusations.
Example
A cleaning products brand changes its packaging from 'eco-friendly' to 'made with 80% recycled plastic, carbon footprint 0.3 kg CO₂e per bottle' after reviewing CMA green claims guidance. The specific, verifiable claim is both compliant and more persuasive.
Put your knowledge into practice
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