As Greenwash Crackdown Looms, A ‘Green’ Claims Rulebook Launches to Help Businesses Prove Their Eco-Creds

In advance of UK Government guidelines designed to stamp out greenwashing by brands, Provenance – a software company and social enterprise that enables businesses to make substantiated green claims and shoppers to fact-check them online and in-store – has launched a free, digital rulebook, the ‘Provenance Framework’ to help businesses prove their eco-credentials and keep them shopper-friendly. The online tool is version 2.0 of an original ‘Proof Point’ framework for which the European Commission awarded Provenance a €1M prize in 2020.  An open-source product, the rulebook helps businesses make credible shopper-facing…

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‘Green’ claims: CMA sets out the dos and don’ts for businesses

Last year, the Competition and Markets Authority (CMA) announced that it was investigating the impact of green marketing on consumers, in line with its annual plan commitment. As part of this, the CMA recently led on an analysis of websites – alongside other global authorities – which found that 40% of green claims made online could be misleading. The CMA is now seeking views on draft guidance for businesses about ‘green’ claims. This is based on a careful review of how these claims are being made and how people respond…

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Ethical Marketing Podcast Episode 1 – Sian Conway-Wood on Greenwashing

We have launched our very first podcast! Apologies for some of the sound issues, we will hopefully have them all ironed out by podcast 2.  This month Hannah and I chat to Sian Conway-Wood about greenwashing and a whole host of other topics. Sian Conway-Wood is a social entrepreneur, sustainability expert, bestselling author, speaker, and Founder of #EthicalHour. She is an ethical marketing strategist who helps Big Why business founders start and scale businesses which change the world. As Founder of #EthicalHour she unites a community of over 61,000 changemakers…

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Lawyers take action against BP’s climate “greenwashing” advertising campaign

Environmental lawyers from ClientEarth have today filed a high-level complaint against oil giant BP, claiming that it is misleading consumers about its focus on low carbon energy and solutions to climate change in its multimillion pound advertising campaign. They are backing up the complaint with a call for a ban on all fossil fuel advertising unless it comes with a tobacco-style health warning about the dangers to the planet and people. The lawyers have triggered an official complaints procedure against the fossil fuel company under the guidelines of the OECD,…

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