Introducing truMRK: A New Standard in Sustainability Transparency.

We’re proud to announce the launch of truMRK — a new independent verification service designed to help organisations communicate their sustainability claims with greater clarity, evidence, and integrity.

Born from the mission and values of The Anti-Greenwash Charter, truMRK responds to a growing challenge facing businesses today: how to earn trust in a landscape flooded with vague, exaggerated, or poorly evidenced environmental messaging.

Why We Built truMRK

At The Anti-Greenwash Charter, we’ve long been committed to raising standards in sustainability communication. Through our campaign reviews, guidance frameworks, and training, we’ve supported organisations in aligning their claims with regulatory expectations and public trust.

But we also saw the need for a practical, visible tool — one that could help businesses demonstrate they’ve done the work to substantiate their claims, and that their sustainability communications can stand up to scrutiny.

That’s where truMRK comes in.

What is truMRK?

truMRK is a digital mark of editorial integrity — awarded to sustainability reports that have been independently reviewed for transparency and responsibility.

Each truMRK links to a concise, public-facing Transparency Report. This outlines:

• Which claims were assessed

• What evidence supports them

• How responsibly language is used

• Whether sources are credible and appropriate

• Where risks, gaps, or weaknesses remain

Importantly, the review doesn’t attempt to verify technical performance data. Instead, it evaluates how clearly and responsibly an organisation communicates its claims — and whether the content meets evolving stakeholder expectations, regulatory guidance (including the CMA’s Green Claims Code, ASA/CAP standards, ISO 14021), and best practice in ESG reporting.

Each report concludes with a final Transparency Score, helping organisations measure and improve how they communicate their impact.

Who It’s For

truMRK is designed for forward-thinking businesses that want to build trust through accountability — not just promises. It supports:

• Sustainability & ESG teams aiming to ensure claims are well-evidenced and responsibly framed

• Marketing & Comms professionals looking to reduce reputational risk and avoid greenwashing

• Compliance & legal teams ensuring alignment with relevant regulations and standards

It’s especially useful for organisations preparing to publish a new sustainability or ESG report and wanting independent feedback before going live.

Founding Launch Offer

To mark the launch, truMRK is inviting 20 purpose-led organisations to become founding clients. These early partners will receive:

• An independent review of their next sustainability report

• A public Transparency Report and truMRK badge

• Recognition as a founding contributor helping set the standard for credible sustainability communications

This is a limited opportunity to shape the future of the platform and lead by example in a critical area of corporate responsibility.

👉 Find out more and request access at trumrk.com

A Natural Extension of the Charter’s Mission

truMRK is more than a new tool — it’s a natural next step in The Anti-Greenwash Charter’s mission to promote transparency, rigour, and accountability in sustainability marketing. As greenwashing continues to erode public trust, businesses need practical ways to show they’re different.

With truMRK, we’re helping them do just that.

For a Truly Sustainable Future

If your organisation believes in doing the right thing — and telling the truth about it — we’d love to have you with us.

📢 Join us as we take this next step.
Become a signatory, shape the future, and show the world what responsible sustainability communications really look like.

Join the Charter →