The Competition and Markets Authority (CMA) introduced the Green Claims Code to provide businesses with a clear framework for communicating environmental credentials. Its purpose is simple: to ensure that sustainability messaging is honest, transparent, and capable of standing up to public scrutiny.
The Six Key Principles
To remain compliant, all environmental claims must adhere to these six core pillars:
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Be truthful and accurate Businesses must honour the claims they make regarding their products, services, brands, and activities. Accuracy is the foundation of consumer trust.
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Be clear and unambiguous Messaging should be transparent and straightforward. If a consumer requires a legal degree to understand a claim, it likely fails this test.
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Do not omit important information Silence can be just as misleading as a lie. Businesses must provide the full picture rather than cherry-picking positive data while hiding negative impacts.
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Ensure comparisons are fair and meaningful When comparing products with those of competitors, the evaluation must be like-for-like and based on objective, significant factors.
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Consider the full life cycle Environmental impact must be assessed from creation through to disposal. Focusing on a single "green" feature while ignoring a carbon-intensive production process is a significant risk.
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Be substantiated Every claim must be backed by robust, credible, and up-to-date evidence. If you cannot prove it immediately, you should not say it.
How UnitMode Simplifies Compliance
Aligning with these principles does not have to be a manual burden. UnitMode helps your team bridge the gap between marketing intent and regulatory requirements:
- Automated Auditing: Our platform cross-references your assets against the CMA's six principles before you go to market.
- Evidence Centralisation: We provide a secure repository for the "robust evidence" required to substantiate your claims.
- Life Cycle Clarity: UnitMode helps identify where information might be missing, ensuring your claims consider the full product journey.
The Green Claims Code has set a high bar for honesty. UnitMode gives you the tools to meet it.