Use case · Sustainability
Green claims rules for UK and US brands
Green claims rules expect every environmental claim to be specific, accurate and backed by evidence for the whole product. With Veridat, each green claim shows the evidence it still needs and who signed it off, on products, packs and campaigns in the UK and US.
Claims
The green claims sustainability teams make
Common wording, the environmental claims evidence it usually needs, and the rule.
30% recycled plasticWhich part it covers, its certification and period.Green Claims Code · 16 CFR 260.13
Carbon neutralHow emissions were measured, reduced and offset.Green Claims Code · 16 CFR 260.5
Eco-friendlyEvidence for a specific benefit; usually needs rewording.CAP Code 11.3 · 16 CFR 260.4
RecyclableRecyclable where customers live, and which parts.Green Claims Code · 16 CFR 260.12
Lower carbon than beforeA like-for-like comparison with a stated baseline.CAP Code 11.3 · Green Claims Code
Plastic-freeEvidence covering every component of product and pack.Green Claims Code · 16 CFR 260.9
CompostableThe standard met, and home or industrial composting.Green Claims Code · 16 CFR 260.7
Sustainably sourcedThe certification, its scope and the share it covers.Green Claims Code · 16 CFR 260.6
For the evidence each kind of claim needs, see our environmental claims assessment guide.
The rules that apply
The green claims rules, source by source
Greenwashing rules in the UK come from the CMA, the ASA and consumer law, and in the US from the FTC Green Guides. EU rules apply from 27 September 2026.
Rulings and actions
Green claims rules expect every environmental claim to be specific, accurate and backed by evidence.
Four of five issues upheld, including 73% less CO2e vs. milk
: the evidence covered one product against one milk.
Ads implied buying Innocent drinks had a positive environmental impact. The ASA ruled them misleading.
Read the rulingFormal undertakings on green claims, including fabric content and criteria for green ranges, without admitting wrongdoing.
Read the official announcementRayon sold as bamboo led to civil penalties of $2.5 million and $3 million.
Read the official announcementWith Veridat
How sustainability teams use Veridat
Add the claim with its scope
The wording, product, market and where it appears: pack, page or campaign.
Get the checklist
Requirements cite the Green Claims Code or the Green Guides.
Attach the evidence
Life cycle data and certificates, with source and expiry date.
Sign off and keep it current
Certificates about to lapse show on the home screen with the claims that depend on them.
Questions
Asked by sustainability teams.
What is the CMA Green Claims Code?
Guidance from the Competition and Markets Authority, published in September 2021, on making environmental claims without misleading people. Claims must be truthful, clear, complete, compare fairly, consider the full life cycle and be substantiated. It covers claims about both goods and services.
Can the CMA fine us for a misleading green claim?
Yes. Under the DMCC Act 2024, in force since April 2025, the CMA, as well as a court, can decide a business has broken consumer law and fine it up to 10% of global turnover or £300,000, whichever is greater.
Can we say carbon neutral
if we offset?
In the UK and US, only if you are clear about what was reduced and what was offset, and hold the evidence; US guidance on offsets is in 16 CFR 260.5. In the EU, from 27 September 2026, offset-based neutral claims are banned.
Can we call a product eco-friendly
?
Rarely without more. The FTC Green Guides advise against unqualified general benefit claims, the CAP Code needs a high level of substantiation for absolute claims, and the EU bans generic claims without recognised excellent performance. Name the specific benefit and hold the evidence for it.
Does Veridat check EU green claims rules?
Not yet. Veridat's rules cover the UK and US, including the Green Claims Code and the US Green Guides. Other markets get a "not covered" notice, and the coverage map shows the gap. CAP Code section 11 is not in the checklist yet either.
Keep going
Check, read, then try it with one claim
Bring one claim.
See what it needs.
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