Clear and unambiguous environmental claims
Environmental claims should be worded in a way which is straightforward so that consumers can easily understand them.
The terms used in your environmental claim(s), and the meaning they convey to consumers, should be clear. The meaning consumers are likely to take from your claim and the environmental credentials and impacts of the product, service, process, brand or business should match.
Vague and/or general statements of environmental benefit are more likely to be misleading. At best, they can have a number of meanings that can confuse consumers and make it difficult for them to make informed decisions. At worst, they can give the impression your product, service, process, brand or business is better for the environment than is really the case. They can also be difficult to substantiate.
Businesses are increasingly seeing the importance of improving the environmental effects of their products, services and practices. However, claims about future goals should only be used for marketing purposes if your business has a clear and verifiable strategy to deliver them. Wider environmental goals of your business should also be clearly distinguished from product-specific claims.
Claims about your environmental ambitions must also be in proportion to your actual efforts. They are less likely to be misleading when they are based on specific, shorter term and measurable commitments your business is actively working towards. Where any benefits or impact would accrue over a longer period, that would need to be made clear, as there is more risk of consumers being misled if that benefit or impact is not immediate.
Checklist for clear and unambiguous environmental claims
Before making a claim, you should ask yourself:
- Is the meaning of the terms used clear to consumers?
- If vague or general terms have been used, have these been explained?
- Does the claim relate to the whole product, or part of it?
- Is the information you are providing to consumers useful or confusing?