The Power of Proactive Disclosure: How a Green Claims Policy Liberates Your Brand.

As demand for sustainable products and services grows, so does scrutiny over claims. Fear of getting it wrong has left many organisations hesitant to communicate their sustainability efforts at all, leading to the rise of greenhushing.

A Green Claims Policy (GCP) changes that. By establishing a structured, proactive approach to sustainability messaging, businesses gain freedom, confidence, and credibility. But beyond benefiting individual brands, widespread adoption of GCPs could transform the landscape of corporate sustainability, creating a future where honest, transparent, and accountable sustainability communication is the norm.

The Disarming Power of Proactive Disclosure

One of the biggest risks in sustainability communications is stakeholder scepticism. People are increasingly wary of brands making vague or exaggerated environmental claims. A Green Claims Policy disarms that scepticism by putting everything on the table—before anyone even questions it.

By openly sharing:
✅ The evidence behind sustainability claims
✅ The limits of current progress
✅ The organisation’s ongoing commitments to improvement

…companies turn potential critics into informed supporters. Instead of defensively reacting to accusations of greenwashing, businesses with a GCP proactively define the narrative—positioning themselves as an authentic, trustworthy communicator

The Liberation That Comes with Transparency

For many organisations, sustainability messaging is a minefield. Concerns about regulatory compliance, consumer backlash, or even just internal confusion lead to hesitancy in communications. A Green Claims Policy provides a clear, structured approach, removing uncertainty and enabling fear-free sustainability storytelling.

This creates liberation in three key ways:

1. Freedom to Communicate Without Fear

A GCP ensures that marketing teams have a reliable framework for making green claims. With clear guidelines in place, brands can communicate their sustainability efforts with confidence, knowing their statements are linguistically accurate and well-substantiated.

2. Freedom from Regulatory Anxiety

Laws like the UK’s Green Claims Code and the EU’s Green Claims Directive are tightening restrictions on misleading environmental claims. By adopting a proactive compliance approach, organisations ensure they meet these legal standards before enforcement becomes an issue—reducing the risk of fines, legal action, or reputational damage.

3. Freedom to Be Honest About Imperfection

Consumers don’t expect brands to be perfect—they expect them to be honest. A Green Claims Policy allows businesses to communicate their sustainability journey transparently, saying:

“Here’s what we’re doing well, here’s where we’re working to improve, and here’s how we hold ourselves accountable.”

This level of honesty builds deeper trust and engagement with customers, employees, and stakeholders.

The Collective Impact: A Future Built on Trust and Accountability

While a Green Claims Policy benefits individual organisations, the real transformation happens when more companies adopt this approach. If businesses across industries embrace proactive disclosure, we could see:

🌍 A marketplace free from greenwashing – With standardised, evidence-backed sustainability claims, misleading marketing would be a thing of the past.
🤝 Greater collaboration between businesses – Transparency fosters industry-wide trust, enabling more meaningful partnerships to tackle environmental challenges.
📢 More informed and engaged consumers – With clear, honest sustainability communications, consumers can make truly responsible choices, driving demand for genuine sustainable products and services.
📜 Stronger, more consistent regulation – As organisations voluntarily align their claims with best practices, policymakers may be able to refine and strengthen sustainability regulations in a way that supports businesses rather than penalising them.

Imagine a Future Where…

• Every business publishes a clear, accessible Green Claims Policy.
• Consumers trust environmental claims because they are always backed by evidence.
• Sustainability communications is no longer seen as risky—but as an opportunity to lead with integrity.

By adopting a Green Claims Policy, organisations are not just protecting themselves—they are shaping the future of corporate sustainability.

Take Control of Your Messaging Today

Top Ten Ways to Avoid Greenwashing and Greenhushing in 2025.

In 2025, as sustainability becomes a cornerstone of corporate strategy, businesses face increasing pressure to communicate their environmental and social initiatives accurately. However, two pitfalls—greenwashing (misleading claims about sustainability) and greenhushing (failing to disclose meaningful sustainability efforts)—remain challenges. Striking the right balance between transparency and authenticity is crucial.

Here are the top ten ways to avoid greenwash and greenhushing, based on our experience working with organisations committed to ethical marketing and sustainability practices:

1. Anchor Claims in Verifiable Data

Avoid vague or unsubstantiated claims like “eco-friendly” or “sustainable.” Instead, use concrete data to back up assertions. For example, instead of saying, “Our product is environmentally friendly,” state, “This product reduces water use by 25% compared to industry standards, verified by [certified body].”

Ensure data comes from reputable third-party certifications such as ISO, B Corp, or Fairtrade. Transparency about methodologies used in your measurements will bolster credibility.

2. Use Plain Language, Not Jargon

While technical terms might impress industry insiders, they can alienate consumers. Terms like “net zero,” “biodegradable,” or “carbon negative” need clear explanations. For example, explain:

“Our product is biodegradable, meaning it breaks down naturally in 12 months under standard composting conditions, as verified by [certifier].”

Clarity builds trust and avoids confusion or misinterpretation.

3. Embrace Full Transparency

Consumers are increasingly savvy and expect access to detailed information about sustainability claims. Provide comprehensive explanations in accessible formats, such as FAQs, sustainability reports, or product packaging QR codes linking to evidence.

Transparency also includes admitting areas where improvement is needed. Acknowledging imperfections shows authenticity and commitment to long-term progress.

4. Avoid Cherry-Picking Positive Metrics

It’s tempting to highlight only favourable outcomes while ignoring broader impacts. For instance, a company may tout “100% recycled packaging” while ignoring the carbon footprint of its supply chain.

Adopt a holistic approach to sustainability reporting. Cover a wide range of metrics, including energy use, water consumption, waste, and social equity. Balanced reporting avoids misleading stakeholders and helps organisations stay accountable.

5. Set Measurable, Time-Bound Goals

Sustainability strategies should include clear goals with timelines and milestones. For example:

“By 2030, we aim to reduce Scope 3 emissions by 40% from a 2020 baseline.”

Regular updates on progress build credibility and help stakeholders track commitments. Ensure that goals align with internationally recognised frameworks like the Science-Based Targets initiative (SBTi) or the UN’s Sustainable Development Goals (SDGs).

6. Ensure Claims Reflect the Entire Product Lifecycle

Sustainability is about more than just one phase of a product’s lifecycle. Claims like “100% recyclable” may overlook significant emissions during production or distribution. A life-cycle assessment (LCA) provides a comprehensive view, evaluating environmental impacts from raw material sourcing to disposal.

If full lifecycle data isn’t available, be clear about limitations:

“This product is 80% recyclable, with ongoing efforts to address non-recyclable components by 2026.”

7. Train Teams on Ethical Communications

Often, misleading claims result from a lack of understanding rather than malicious intent. Invest in training for marketing and communications teams to ensure they understand the regulatory frameworks governing sustainability claims, such as:

• The UK Green Claims Code
• EU Directive on Corporate Sustainability Reporting
• ISO 14021: Environmental Labels and Declarations

An informed team reduces the risk of greenwashing and ensures consistent, accurate messaging.

8. Partner with Independent Experts

Engage independent auditors, NGOs, or sustainability consultants to verify claims and identify potential blind spots. Third-party validations enhance credibility, offering assurance to both consumers and regulators.

Collaborating with experts also helps businesses stay updated on best practices and regulatory changes in sustainability communications.

9. Avoid Silence: Greenhushing is a Missed Opportunity

While avoiding greenwash is critical, greenhushing—failing to communicate legitimate sustainability achievements—can hinder progress. By withholding information, organisations miss opportunities to inspire stakeholders and gain recognition for their efforts.

A measured approach is key. Share achievements honestly and clearly, while contextualising them within ongoing efforts and challenges. Focus on storytelling that highlights a journey rather than a perfected outcome.

10. Engage Stakeholders in the Conversation

Sustainability is not just about declarations—it’s about dialogue. Involve stakeholders, including employees, customers, and communities, in your sustainability journey. Solicit feedback through surveys, social media, or community forums.

Meaningful engagement fosters trust and generates valuable insights for improving sustainability practices. Additionally, stakeholder advocacy can amplify your organisation’s credibility and impact.

Bonus Tip: Stay Updated on Regulations

The landscape of sustainability claims is evolving rapidly, with governments and regulatory bodies introducing stricter guidelines. Stay informed about:

• The UK Competition and Markets Authority’s (CMA) Green Claims Code updates
• EU Corporate Sustainability Reporting Directive (CSRD) developments
• New global standards, such as those from the International Sustainability Standards Board (ISSB)

Being proactive in compliance not only mitigates legal risks but positions your organisation as a leader in ethical sustainability communication.

Conclusion

The Greenwashing Regulatory Landscape in North America in 2025.

In 2025, greenwashing has become a key focus for regulators in North America. As more companies promote their environmental credentials, authorities in the United States and Canada are working harder to ensure businesses make accurate and truthful claims. Here we look at the regulatory efforts to tackle greenwashing, highlighting recent updates, challenges, and what lies ahead.

The United States: Updates to Rules and Enforcement

The FTC and the Green Guides

In the United States, the Federal Trade Commission (FTC) plays a key role in regulating environmental claims through its Green Guides. These guidelines were last updated in 2012, but in response to changing market conditions, the FTC began revising them in 2023. By 2025, the updated Green Guides set stricter requirements for companies making environmental claims, including:

• Specific Language: Broad claims like “green” or “eco-friendly” must now be backed by clear evidence and details.
• Recyclability and Compostability: Companies must accurately state if their products can be recycled or composted, and in what conditions.
• Carbon Neutrality Claims: Businesses must prove and disclose how they achieve carbon neutrality, including details about carbon offsets.

More Enforcement Actions

The FTC has significantly increased its enforcement of greenwashing rules. Over the last two years, it has fined several companies for misleading claims, such as overstating renewable energy use or falsely labelling products as biodegradable. These actions send a strong message that greenwashing will not be tolerated.

State-Level Regulations

Some U.S. states have introduced their own rules to tackle greenwashing. California has been a leader in this area, passing the California Truth in Environmental Advertising Act in 2024. This law requires businesses to verify their environmental claims through independent certification and penalises companies that mislead consumers. States like New York and Washington have also strengthened their green marketing laws.

Canada: New Rules and Stronger Enforcement

The Competition Bureau’s Role

In Canada, the Competition Bureau enforces rules to prevent false advertising, including greenwashing. In 2023, the Bureau updated its Environmental Claims Guide to reflect modern issues in sustainability. The guide now includes:

• Clearer Standards: Claims like “natural” or “sustainable” must be specific and supported by reliable evidence.
• Third-Party Certification: Environmental labels must come from reputable, independent organisations.
• Carbon Claims Transparency: Companies must explain how they calculate and offset carbon emissions.

Recent Cases

In the past two years, the Competition Bureau has taken action against several large companies for misleading environmental claims. For example, in 2024, a major clothing brand was fined for exaggerating the benefits of its recycled materials. Such cases show that Canada is serious about protecting consumers from greenwashing.

Provincial Efforts

Some Canadian provinces are also taking steps to address greenwashing. In Quebec, new laws require businesses to provide clear details about the environmental impact of products. British Columbia and Ontario are exploring similar measures to improve transparency.

Cross-Border Collaboration

The United States and Canada are increasingly working together to combat greenwashing. Regulators from both countries share best practices and strategies for handling cross-border cases. This collaboration aims to make it harder for multinational companies to use misleading claims in either market.

North America’s efforts also align with global trends. For example, the European Union and the United Kingdom have introduced strict rules for environmental marketing. These international frameworks provide valuable lessons and raise the bar for North American regulators.

Challenges in Combating Greenwashing

Despite progress, there are still challenges in tackling greenwashing:

1. Inconsistent Rules: In the U.S., regulations differ between states, creating confusion for companies and consumers.
2. Resource Constraints: Regulatory bodies like the FTC and Canada’s Competition Bureau often face limited resources, which can make it hard to monitor all claims.
3. Evolving Tactics: As companies find new ways to market their products, regulators must stay ahead of emerging greenwashing techniques.
4. Consumer Awareness: Many consumers still find it difficult to distinguish between genuine claims and greenwashing, highlighting the need for public education.

What’s Next?

Looking ahead, regulators in North America are likely to take further steps to address greenwashing. Key opportunities include:

• Unified Federal Laws: In the U.S., a national law targeting greenwashing could make rules clearer and more consistent.
• Public Education Campaigns: Governments and non-profits can help consumers understand how to identify truthful environmental claims.
• Technology and Data Tools: Using advanced tools to verify claims and monitor marketing practices could improve enforcement.
• Encouraging Voluntary Standards: Companies can work with third-party organisations to certify their sustainability efforts, building trust with consumers.

Conclusion

What It Really Means to Be a Signatory of The Anti-Greenwash Charter.

In a world where sustainability claims are under increasing scrutiny, being a signatory of The Anti-Greenwash Charter isn’t just about displaying a badge. It’s a commitment to transparency, accountability, and continuous improvement. The Charter’s structured process ensures organisations communicate their environmental efforts responsibly and credibly, while also providing the tools to strengthen their practices.

But what does it really mean to be a signatory? Here’s an in-depth look at the journey, the responsibilities, and the rewards of joining the Charter.

More Than a Commitment: A Collaborative Journey

Becoming a signatory starts with a simple but rigorous application process. The Charter’s revised framework is designed to guide organisations step-by-step, ensuring they achieve and maintain the highest standards of sustainability communication.

Step 1: Application & Assessment

The journey begins with a thorough evaluation of an organisation’s history and practices. This isn’t a box-ticking exercise—it’s a robust process designed to establish a foundation for improvement.

What’s involved?

• Regulatory History Check: Organisations are reviewed for any upheld cases with key regulatory bodies like the Advertising Standards Authority (ASA) or Competition and Markets Authority (CMA) within the last five years.
• Media Coverage Review: Independent research identifies any instances of potential greenwashing in publicly available materials.
• Practice Analysis: Current communication practices are assessed to determine their transparency and alignment with the Charter’s standards.

For international applicants, this process is adapted to their local regulatory context, ensuring fairness and relevance.

Why it matters:
As Chris Brookman, Founder of Back to Earth, explains:

“We spend a lot of time researching and investigating the products we sell. Seeing the claims made by some companies… made us want to define ourselves and give consumers confidence in our communications.”

Organisations that pass this phase demonstrate a genuine commitment to ethical practice and move on to the development phase.

Step 2: Development & Approval

This is where the real transformation begins. Over six months, organisations receive tailored support to align their practices with the Charter’s standards.

What’s involved?

• Materials Review: Existing communications are evaluated, with detailed feedback to address any gaps or risks.
• Tailored Training: Teams are equipped with anti-greenwashing training to ensure they understand and can apply best practices.
• Green Claims Policy (GCP): A bespoke policy is developed, covering:
  • Governance structures for accountability.
  • Clear, standardised language to avoid misrepresentation.
  • Evidence-backed claims that reflect the full lifecycle impact of products or services.

Once the GCP is finalised, the organisation achieves verified signatory status.

Why it matters:
For signatories like Karndean Designflooring, this phase is transformative. Jamie Shaw, Global Head of Sustainability, notes:

“The Charter has shown us that it’s not just about words; we also need to be mindful of the imagery and colours we use when discussing our sustainability claims.”

The result is a comprehensive marketing and communications strategy that builds trust and credibility.

Step 3: Campaign Reviews & Support

Verification is not the end of the journey—it’s the beginning of a long-term commitment.

What’s involved?

• Spot Checks: Regular reviews of campaigns ensure ongoing alignment with the GCP. Evidence such as campaign assets, policies, or supporting records are reviewed for compliance.
• External Concerns: Any concerns raised about a signatory’s campaigns are investigated, ensuring accountability.
• Review Outcomes: Campaigns are assessed as:
  • Compliant
  • Compliant with Recommendations (minor improvements suggested)
  • Non-Compliant (requiring corrective action to maintain signatory status)

Non-compliance must be resolved promptly, with repeated issues potentially resulting in suspension or loss of verified status.

Why it matters:
As Kelsey Parsons, Global Sustainability Officer at Gunnebo Entrance Control, puts it:

“For us, authentic sustainability is all about evidence. It’s not just about claiming progress; it’s about showing facts to back it up.”

This ongoing accountability ensures that signatories maintain their credibility and continue to uphold the highest standards.

What It Means Day-to-Day

Being a signatory means embedding transparency into every aspect of sustainability communications. It’s about asking hard questions internally, being open to feedback, and continuously improving.

For Catherine Clarkson, Head of Marketing & Strategy at Sentry Doors, the journey has been foundational:

“Our journey in Environmental, Social, and Governance (ESG) is just beginning, and we’re committed to transparency throughout this process.”

Signatories often find that the Charter’s principles ripple outward, influencing not just their marketing and communications but their entire approach to sustainability.

The Rewards of Being a Signatory

Becoming a signatory is not without its challenges, but the rewards are significant:

• Enhanced Trust: Consumers, stakeholders, and regulators can trust that your claims are backed by evidence.
• Reputation Building: Demonstrating accountability strengthens your brand’s reputation as a leader in responsible communication.
• Risk Mitigation: The structured process reduces the risk of greenwashing accusations and legal repercussions.

Tom Bourne, Creative Director at Select First, sums it up:

“Manufacturers know they must talk about sustainability and green issues, so many seem to be looking for a ‘hook’ that makes them look good, at the compromise of honesty and transparency.”

By becoming a signatory, organisations choose authenticity over shortcuts.

A Stand for Transparency

Back to Earth’s Journey with The Anti-Greenwash Charter.

The Driving Force Behind Joining the Charter

For Chris, the decision to sign the Charter was prompted by a growing frustration with greenwashing in the building materials sector.

“We spend a lot of time researching and investigating the products we sell,” he explains.

“Seeing the claims made by some companies selling the same products that were considered polluting originally, now with green claims attached, made us want to define ourselves and give consumers confidence in our communications.”

This commitment to transparency underpins every decision Back to Earth makes, from the products they stock to how they communicate their environmental impacts.

Practical Steps Toward Authentic Sustainability

Back to Earth’s approach to sustainability is rooted in measurable and verifiable data. “We use Environmental Product Declarations (EPDs) and embodied carbon calculators to calculate the carbon impacts of products,” Chris explains.

“But we also apply common sense assessments of what, if any, pollution or waste is associated with them.”

The Charter has encouraged Back to Earth to take these practices even further, reinforcing their accountability and credibility. “It has made us focus on accountability and ensuring that we have credible evidence to back up any claims we make,” Chris says. This focus has also provided reassurance to their customers, who can trust that Back to Earth’s marketing reflects the reality of their products’ environmental performance.

Building Expertise and Educating the Team

An important part of Back to Earth’s commitment to transparency lies in educating their team to avoid greenwashing and promote genuine sustainability.

“We take great pride in sourcing and stocking the best-performing products but also in understanding each product’s properties and knowing where and when to specify them.”

This depth of knowledge helps Back to Earth ensure that their specifications meet not just technical needs but also the highest sustainability standards. “Part of our drive to create the best specifications also includes ensuring the specification is the most sustainable so that when we promote a solution, it is the most energy-efficient and lowest embodied carbon solution,” Chris adds.

Overcoming Challenges in Transparency

Operating in a competitive market, maintaining transparency isn’t without its challenges. However, Back to Earth’s reliance on publicly available data has helped them stand out. “All of the data we rely upon is widely available and so can be easily verified,” Chris explains. To further ensure transparency, Back to Earth displays both environmental and technical product data on their website, allowing customers to make informed decisions.

This commitment sends a clear message to customers and industry peers alike. Chris affirms:

“We take accuracy seriously and can be relied upon to give reliable information on the impacts as well as the use of products.”

Aspirations for the Future

Looking ahead, Back to Earth is focused on maintaining certified status with The Anti-Greenwash Charter, a commitment that reflects their dedication to responsible business practices. “Signing the Charter is about more than just compliance—it’s about accountability and trust,” Chris says.

Through their journey, Back to Earth hopes to inspire others in the building materials sector to follow suit. Chris concludes:

“We want to lead by example, showing that sustainable building materials can be delivered with integrity and trust.”

By aligning with The Anti-Greenwash Charter, Back to Earth has not only strengthened their own practices but also set a benchmark for the industry. Their journey highlights the power of transparency in building trust and the importance of robust evidence in making credible sustainability claims.