The Public Relations and Communications Association (PRCA) Climate Misinformation Strategy Group has welcomed the Competition and Markets Authority’s new Green Claims Code, designed to help organisations remain legally compliant when making environmental claims.
The Code – which is particularly relevant to communications professionals – requires all environmental claims to be truthful, unambiguous, and transparent. It also compels organisations to include all relevant information relating to a claim.
The Code has been developed in response to increasing consumer demand for products and services that protect the environment.
PRCA Climate Misinformation Strategy Group Chair John Brown FPRCA commented:
“In our own recent research we found that over half the British public feel as though they’ve been misled when it comes to the climate crisis discussion, particular with content on social media.
“So we welcome the news that the CMA is cracking down on greenwashing and baseless sustainability claims.
“It’s about time every organisation in the UK moves away from dubious intent and towards positive action and proof. By embracing transparency and ensuring claims are backed by credible verification, brands can work fearlessly to help address one of the biggest challenges facing our world.”