As sustainability becomes a core part of brand messaging, more companies are making bold environmental claims. But with that comes increasing scrutiny — and the ASA (Advertising Standards Authority) has just issued new guidance to clamp down on misleading or exaggerated sustainability statements.
In short: if your green claims aren’t watertight, you could be called out. 🌱⚠️
What Does the New ASA Guidance Say?
The ASA’s latest update focuses on how businesses communicate environmental impact — particularly in advertising, packaging, websites and social media.
The message is clear:
✅ Be specific — not vague.
Terms like eco-friendly, green or sustainable are not acceptable unless supported by clear evidence.
✅ Don’t cherry-pick.
Highlighting one positive aspect while ignoring negative impacts elsewhere could still count as misleading.
✅ Substantiate every claim.
If you say your product is “carbon neutral,” “recyclable,” or “low impact,” you must be able to prove it — preferably with independent verification.
✅ Avoid future hypotheticals.
Phrases like “We aim to be net-zero by 2030” must be backed by credible plans — not wishful thinking.
Why This Matters for Businesses
Regulators are moving fast. Brands in fashion, food & beverage, cosmetics, automotive, construction and tech are already being challenged for overstating environmental credentials.
Getting it wrong could result in:
❌ Public rulings and reputational damage
❌ Take-downs of ads, packaging or online content
❌ Loss of trust from customers, retailers and investors
But here’s the good news — authentic sustainability communication is still powerful, as long as it’s done responsibly.
How to Keep Your Green Claims Safe (and Effective)
Here’s a simple checklist to keep your messaging compliant:
| Question | If You Answer “No”, You’re at Risk |
|---|---|
| Can you prove your sustainability claim with data or certification? | ❌ |
| Have you made it specific and measurable rather than vague? | ❌ |
| Have you presented the full picture, not just selective positives? | ❌ |
| Is your language understandable to the average consumer? | ❌ |
Need Support Reviewing Your Claims?
If your sustainability messaging is more green ambition than green evidence, now is the perfect time to get it reviewed.
At DSL Consulting, we help organisations:
🔍 Audit existing sustainability claims across websites, packaging and marketing
📝 Rewrite messaging to align with ASA guidance
📚 Develop internal guidance so teams know what they can say (and what they shouldn’t)
🎓 Deliver training on compliant environmental communication
✅ Better safe than sorry — better credible than caught out.
👉 Want to stress-test your claims?
Send me a message and I’ll happily review one for you
