The message is loud and clear: greenwashing is rife and change is needed. The regulators have published detailed guidance and done a lot of publicity in recent months to help brands understand what they expect when it comes to substantiating claims. And only 16% of retailers are ’very confident’ they will meet the CMA’s expectations when it conducts a full review of green claims this year, falling to just 10% of grocers.Ĭlearly, the proliferation of generic language about being green, sustainable, good for the planet etc has highlighted a major challenge with applying consumer law in this area. Meanwhile, our recent survey of the UK’s top 100 retailers found that three quarters (73%) believe consumers misunderstand claims about sustainability, with a fifth (20%) suggesting they do so ’often’. It also found that up to 40% of green claims are either unclear or unsubstantiated and likely to be misleading and warranting further investigation. The CMA’s own research reveals that green claims are becoming increasingly influential over consumers’ purchasing decisions. Is creativity the enemy, or the solution to greenwashing? Time for change ![]() ![]() ![]() These questions include: where do regulators draw the line in terms of what brands can and can’t say? What’s the impact of still using single-use plastics, or running diesel fleets, alongside their more environmentally-friendly credentials? How can creatives design a slick ad while also giving consumers the information they need to make an informed decision about what they choose to buy? This case gives rise to several important questions for brands and agencies, as the various regulators – including the ASA, Trading Standards and the Competition and Markets Authority – roll up their sleeves and start to lean into the task of cracking down on greenwashing.
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