How the screen decides what to flag.
Every flag in your report traces back to a principle of the CMA Green Claims Code and the DMCCA misleading-practices risk it engages. Here is exactly what the tool checks, what it can't check, and where its limits are — so you can judge the output for yourself.
Content current as of 9 July 2026.
Paste, score, trace, rewrite.
You paste your copy
Marketing lines, packaging text, a list of claims. Nothing is read except the wording you submit and the context you give (certifications held, whether it runs in ads).
We score against a claim dictionary
The text is matched against a dictionary of regulated claim patterns drawn from the Code's six principles and the CMA's environmental-claims guidance.
Each match traces to a principle
Every flagged claim is tied to the Code principle(s) it fails and the DMCCA misleading-practices risk, and rewritten into a form that would not trip that principle.
The claim patterns it looks for.
The screen is organised around the claim types the CMA has singled out. A phrase can match more than one.
Vague environmental virtue words
"Eco-friendly", "green", "kind to the planet", "natural" and the like — flagged high-risk unless a recognised certification covers exactly that product and claim. Engages principles 1, 5 and 6.
Neutrality built on carbon credits
"Carbon neutral", "climate neutral", "CO2 compensated" where the basis is offsetting. High-risk under principles 1, 3 and 6 — the CMA and ASA have both moved against these.
In-house sustainability badges
Your own "eco"/"ocean" mark or seal that reads as a third-party endorsement. High-risk under principles 2 and 3 unless it comes from a recognised, independent scheme.
Claims and future targets without proof
Broad performance claims without accessible evidence, and future-dated pledges ("net zero by 2040") that aren't backed by a clear, verified plan. Engages principle 6 (and principle 1 for targets).
What the screen does not do.
Being honest about the boundaries is the point of the product. Read these before you rely on a report.
It screens wording, not imagery.
The tool reads text. The Code makes clear that visuals — a leaf motif, a green palette, a brand or product name, an in-house seal — can themselves be environmental claims. The report reminds you to review your imagery and labels, but it cannot assess an image it can't see. That's on you and your designers.
The Code is CMA guidance, not a statute.
The Green Claims Code sets out how the CMA reads existing consumer-protection law. It's a strong, authoritative signal of what will be treated as misleading, but the enforceable law is the DMCCA and the underlying consumer-protection provisions — the Code interprets them.
Only a court can decide a breach.
The DMCCA lets the CMA decide a business has broken the law and impose fines directly, but a business can challenge that in court, and how any provision applies to your specific claim is ultimately a question of law. A flag from this tool is a well-founded warning, not a ruling.
It is not a definitive classification.
A claim marked "high-risk" is one the screen judges to match a problem pattern; a claim not flagged is not thereby certified compliant. Facts matter and edge cases exist. Treat the report as a prioritised starting point for your team and your counsel — not a compliance certificate.