As sustainability claims come under increasing scrutiny, understanding the greenwashing rules for marketers has become essential. In 2024, the Digital Markets, Competition and Consumers Act (DMCCA) gave the UK Competition and Markets Authority (CMA) the power to issue penalties of up to 10% of global turnover for misleading consumers — including exaggerated or unsubstantiated green claims.
With consumer expectations rising and regulators tightening their stance, marketers need to know exactly what is allowed, what’s risky and how to communicate responsibly.
What Counts as Greenwashing Today?
Greenwashing refers to any environmental claim that misleads consumers, whether intentionally or not. This can include:
- Overstating environmental benefits
- Using vague terms like “eco-friendly” without evidence
- Highlighting one “good” feature while hiding negative impacts
- Using visuals (e.g., nature imagery) that imply sustainability
Even claims made in good faith must now be verifiable, accurate and fully evidenced.
Key Anti-Greenwashing Rules Marketers Must Follow
- The DMCCA (2024)
CMA now has direct power to fine businesses without going through lengthy court processes. Green claims must be backed with objective, accessible proof.
- The Green Claims Code
All environmental messaging must be:
- Truthful and accurate
- Clear and unambiguous
- Supported with evidence
- Consider the full life cycle
- Fair in comparisons
- ASA & CAP Guidance
Marketers must avoid:
- “Greener” or “cleaner” claims without context
- Omitting material information
- Implied green benefits through imagery alone
If a consumer could reasonably misunderstand the message, the claim is non-compliant.
What Recent Legal Cases Teach Us
Regulators have acted against several high-profile brands, reinforcing the importance of accuracy and evidence:
H&M – “Conscious Collection” – Claims lacked transparent measurement criteria. Result: global criticism and litigation.
Keurig – Falsely implied its coffee pods were fully recyclable. Result: a multimillion-dollar settlement.
Airlines – Several airlines were challenged for carbon-neutral or “low emissions” messaging that didn’t reflect the full impact of flights.
Lesson: If your sustainability claim feels too broad or too good to be true, regulators will likely challenge it.
Top 5 Practical Steps to Stay Compliant
To help marketers stay on the right side of the law, here are the five essential actions every organisation should follow:
- Be Specific, Not Vague
Avoid broad terms like “sustainable” unless you can prove in what way and to what extent.
- Evidence Every Claim
Data, certifications, lifecycle assessments and supplier documentation should support all statements.
- Remove Implying Imagery
Green visuals (plants, nature scenes, earth icons) cannot imply environmental benefits not backed by data.
- Audit Your Existing Content
Review websites, social posts, packaging and paid campaigns for potential risks.
- Work With Compliance Teams Early
Marketing, legal and sustainability teams must collaborate from the briefing stage — not after assets are created.
As sustainability becomes more important to consumers, brands that communicate transparently will earn the most trust. The new legislation isn’t designed to limit creativity — it’s designed to protect consumers and reward honest, evidence-led marketing.
Mastering the new greenwashing rules for marketers is now essential for any organisation looking to grow sustainably and responsibly.
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