The Competition and Markets Authority (CMA) initiated an investigation into misleading environmental claims.
With organisations coming under pressure to be green, many have resorted to giving out incorrect statements about their impact on the environment. Emilien Hoet, head of ClimatePartner UK, notes, with the growing number of green claims, many companies have made sustainability a vital aspect of corporate identity.
As a result, brands are under pressure to be viewed as green, and many of them exaggerate claims beyond science and facts. For example, “carbon neutral” claims share so many definitions, that it makes it meaningless and negates any value of such claims.
The CMA released a guide of principles, including, being transparent and truthful about operations, and products, among others, to help businesses back “green” claims. Brands stand to lose consumers’ trust and damage their reputation, if they continue to baselessly indulge in “greenwashing”.
[10 minute read]