The Anti-Greenwash Charter helps organisations go beyond regulatory compliance, build trust, reduce legal risk, and strengthen their reputation, while taking a stand against greenwashing and its harmful effects on the development of a truly sustainable future.
Signed by Leading
Organisations
See how signatories are setting a new standard for responsible communication. Read more case studies here.
“Independent validation matters more to our customers than another line in our own marketing. The Charter gives them a further reason to trust us.”
“Being a Charter signatory has become a key part of how we demonstrate our responsible approach in tenders: it’s independently verified, not self-declared.”
“The review process caught things in our own messaging we hadn’t questioned. It’s sharpened our internal approval process, not just our external communications.”
How It Works
Becoming a signatory is clear and well-supported, designed to validate your approach to communication.
1. Application and Assessment
We start with a comprehensive review of your media presence and regulatory history to confirm your suitability as a signatory.
2. Development and Approval
You’ll work with us to develop your own Green Claims Policy, with content reviews and training available based on your needs.
3. Recognition and Verification
Once approved, you’ll earn signatory status and your mark, proof of your commitment, retained through campaign reviews.
The Standards
As a signatory, your organisation is assessed against four core standards of responsible communication:
1. Transparency
Clearly communicate the benefits of your product or service, ensuring no important information is concealed or omitted.
2. Accountability
Substantiate your claims with accurate, empirical evidence that is regularly evaluated. Share verifiable facts, figures, and statements.
3. Fairness
Use fair, clear, and unambiguous language when making comparisons with other products or organisations.
4. Honesty
Make specific, truthful statements about your progress, and ensure your actions align with your promises.
Our Signatories
Join a growing community of organisations recognised for communicating responsibly.
Insights and Impact
See how leading organisations are communicating responsibly, and the difference it makes. Read all here.
EmpCo is now live. So what should your next move be?
EmpCo now applies across the EU. You have audited your claims; now add a public layer of protection and be seen as a responsible communicator.
EmpCo Is Coming. The Brands Already Doing This Well Have Nothing to Fear
Nine purpose-led brands including COOK, Huel and Tony’s Chocolonely on how confident, evidence-based sustainability comms build lasting trust.
Trust Is the Asset: How Purpose-Led Brands Are Building It Through Sustainability
Nine purpose-led brands including COOK, Huel and Tony’s Chocolonely on how confident, evidence-based sustainability comms build lasting trust.