Getting your green claims in order
Image made using AI
Make sure your green claims are correct!
As new regulations and guidelines governing green advertising claims come into force, Stuff4Life is hosting a webinar where our expert panel will guide you through greenwashing and how to ensure claims stand up to scrutiny.
If something sounds too good to be true, it probably is… so goes the old adage. If your green claim is true but isn’t evidenced, don’t be surprised if it’s challenged.
And the stakes just got much higher: in response to a number of issues with green advertising claims, regulators are clamping down.
Previously, a misleading advert could be banned by the Advertising Standards Authority (ASA) and the chief impact would be one of reputation, credibility and negative coverage for an organisation. Since April this year, the Digital Markets, Competition and Consumers (DMCC) Act gives the Competition and Markets Authority (CMA) new powers to impose fines for organisations breaching of consumer law.
These fines can be up to 10% of an organisation’s global turnover, or £300,000, whichever is the greater.
So, how do you navigate this evolving field of play? Firstly, make sure your comms teams are up to speed and have the right advice - a good start is to attend or watch back our webinar.
Secondly, apply our tried and tested method for separating the wheat from the chaff: use good manners and common sense as an initial sniff test. Is all the information needed to understand a claim readily available? Does the claim make sense, is it easy to comprehend?
Here is our green claims checklist:
Be accurate and clear, evidence claims and ensure data is accessible
Tell the whole story, not just the easy part or the good stuff
Don’t exaggerate/use false equivalences; use fair comparisons
Take this quiz and watch this video - part of the Government’s Green Claims Code campaign. You can also watch this TEDx talk by founder John T - why action speaks louder than words (or should!).
Make sure your claims stand up - find out more on our webinar on 8 July… sign up here!
For more information, please contact us