Green claims guides
Since 6 April 2025, the CMA can decide a business has made a misleading environmental claim and fine it up to 10% of global turnover — no court needed. These guides cover what the CMA Green Claims Code's six principles require, what the DMCCA 2024 changed, and where the common claims — "carbon neutral", "eco-friendly", self-made eco-labels — cross the line. General information, not legal advice; only a court can decide a breach.
The CMA Green Claims Code: the six principles explained
What each of the six principles means in practice — the standard every UK environmental claim is measured against.
The DMCCA and the CMA's power to fine 10% of turnover
Since 6 April 2025 the CMA can decide a business broke consumer law and fine directly — up to 10% of worldwide turnover.
Can I say "carbon neutral" in the UK?
Offset-based neutrality claims are high-risk under the Code and the DMCCA, and the ASA has ruled several misleading. When you can say it, and what to say instead.
Can I say "recyclable", "sustainable" or "eco-friendly"?
The blanket words that fail the Code most often — the substantiation bar under Principles 5 and 6, and how to make each claim safely.
Self-made eco-labels and the Green Claims Code
Why an in-house "eco" badge that reads as third-party certification is high-risk — and how the Code reaches your names and imagery too.
CMA greenwashing enforcement: the fashion and FMCG cases
The 2024 fashion undertakings from ASOS, Boohoo and George at Asda, and the CMA's move into household essentials — the published record.
ASA vs CMA: who polices green ads in the UK
The ASA polices ad content under the CAP/BCAP Code; the CMA enforces consumer law. Why a green ad must satisfy both.
A green claims compliance checklist
The six principles turned into sign-off questions, plus the label, imagery and evidence checks the Code expects.
Ready to check your own claims?
Paste your marketing and packaging copy. We score every claim against the six principles — the one it fails and a compliant rewrite.
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