Environmental claims are under increasing scrutiny from regulators, customers, and investors. Recent UK government guidance, supported by the Competition and Markets Authority, makes it clear that businesses must ensure green claims are accurate, clear and evidence based across the entire supply chain. Getting this right is not only about compliance. It is about protecting reputation, strengthening commercial relationships, and building long term trust.
Sustainability is high on the agenda for customers, clients, and regulators. Organisations across sectors are highlighting lower carbon products, greener services, and environmental commitments. But greater visibility brings greater responsibility.
Recent guidance published on GOV.UK, supported by the Competition and Markets Authority, sets out clear expectations for how environmental claims should be made and substantiated across the supply chain. The message is simple. If you are making a green claim, you must be able to stand behind it with credible evidence.
What Counts as a Green Claim
A green claim is any statement that suggests a product, service, or organisation has a positive or reduced impact on the environment. This could include wording on a website, product packaging, social media content, or marketing materials. It also extends beyond written statements. Visual branding, imagery, and design elements can imply environmental benefits and may still require justification.
If a customer could interpret something as an environmental benefit, it must be accurate and supported by evidence.
Responsibility across the supply chain
One of the strongest themes in the government guidance is shared responsibility.
Manufacturers, suppliers, distributors and retailers all have a role in ensuring claims are correct. If you repeat or rely on an environmental claim provided by a supplier, you are still responsible for ensuring it is accurate.
This shifts sustainability communication from a marketing issue to a governance issue. It requires organisations to ask questions, request supporting documentation, and carry out appropriate checks. Simply passing on a supplier statement without review may expose your organisation to regulatory and reputational risk.
Why Getting It Right Matters
Greenwashing is no longer just a reputational concern. It is an enforcement priority.
Misleading or unclear claims can damage customer trust and lead to legal consequences. As awareness grows, customers and business partners are looking for transparency, consistency, and evidence.
Clear, well supported claims demonstrate that sustainability is embedded in your organisation’s operations rather than used as a marketing trend. They strengthen credibility and differentiate businesses that are genuinely committed to environmental performance.
Practical Steps to Reduce Risk
There are several practical actions organisations can take to improve confidence in their environmental communications.
- Ask suppliers for up-to-date evidence to support any environmental claims.
- Keep records of the data and documentation you rely on to demonstrate due diligence if challenged.
- Review marketing materials regularly to ensure claims remain accurate as products, suppliers or regulations change.
- Avoid broad or undefined terms unless you can clearly explain what they mean and provide measurable backing. (e.g., eco-friendly, sustainable)
Embedding these checks into internal processes helps reduce risk and supports a more consistent sustainability message.
Building Trust Through Transparency
As sustainability expectations continue to evolve, organisations that communicate clearly and honestly will stand out.
Getting green claims right is not just about regulatory compliance. It is about protecting your reputation, strengthening supply chain relationships, and building long-term trust with customers and partners. In an environment where scrutiny is increasing, credibility is an asset.
Ensuring your environmental claims are accurate, evidence-based, and transparent is one of the most practical steps you can take to protect and enhance that asset.
Read the full guidance on how to make sure green claims are accurate on the government website: https://www.gov.uk/government/publications/making-green-claims-getting-it-right-across-the-supply-chain/making-green-claims-getting-it-right-across-the-supply-chain
If you’re unsure of how to progress with data in the right way, reach out to the Shape Tomorrow team and we’ll arrange a call to provide some guidance to support your next steps.