Green Claims Checklist.

Enter a green claim being used in advertising and run it through a 13 point checklist to assess if it will hold up to scrutiny.

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Here are some good/bad typical examples, drawn from CMA case studies, ASA rulings, and EU enforcement. Enter what you are using to back up your claim to view how you compare.
Reference

The two rulebooks, in one place

UK CMA and EU ECGT both apply to anyone selling to consumers in those markets. The lists overlap heavily. Use this as a quick lookup for any future claim.

Banned outright at product level

EU ECGT, from 27 Sept 2026. Unless backed by recognised third-party certification (EU Ecolabel or equivalent).
eco-friendly eco green sustainable environmentally friendly environmentally correct climate-friendly good for the environment energy efficient (without specifics) biodegradable (without specifics)

Banned at product level if offset-based

EU ECGT, no exceptions. These remain permitted at corporate level (sustainability reports, investor comms), just not on products or in consumer-facing claims if the basis is offsetting outside the value chain.
carbon neutral CO2 neutral climate neutral climate positive net zero (at product level) neutral environmental impact positive environmental impact reduced impact (via offsetting)

Flagged as vague or misleading by the UK CMA

Active case studies. Already enforceable.
sustainably sourced responsibly sourced responsible (env. cue) natural (implying env. benefit) plant-based / plant-derived (when not predominantly so) recyclable (without specifics) recycled (without %) bio-based / oxo-biodegradable / mass balance renewable (without lifecycle context) "the most [X] on the market"

Future-tense climate claims

Lawful only with a published, time-bound, third-party-audited implementation plan. Vague aspiration is a breach.
net zero by 2030 carbon neutral by [year] working toward [X] committed to [X]

Visual and structural claims

Both rulebooks treat these as claims even without words. Self-designed eco-badges are banned outright in the EU; risky in the UK. Silence on a material negative impact is itself a claim.
  • Green leaves, leaf icons, green colour palettes used to imply environmental benefit
  • Self-designed sustainability logos and badges
  • "Natural-looking" imagery on synthetic or high-impact products
  • Filter or category labels on websites, "Eco range" or "Sustainable collection", where products in the filter don't all meet the stated criteria
  • Packaging colour shifts (green / brown / kraft) implying lower impact than the product has
  • Omitting material information that would change the impression. Silence is a claim under both rulebooks.

What still holds (with substantiation)

The shape of a claim that doesn't keep you awake at 2am.
  • Specific quantified facts. "75% post-consumer recycled PET". "Produced with 100% renewable electricity (renewable electricity guarantee (REGO) certificates available)". "30% lower carbon than our 2020 product (lifecycle assessment on file)".
  • Recognised third-party certifications, provided the certification covers what the claim is about. EU Ecolabel. B Corp. Fairtrade. FSC. GOTS.
  • Contribution claims at corporate level. "We invest in verified carbon removal projects" in a sustainability report. Not "this product is carbon neutral" on the pack.
  • Comparative claims with the basis disclosed. "30% less water than our previous formulation" with the method available on request.

Want to keep what you've got?

What's here could be a useful working record for this claim. It captures the criteria, your notes, and what you've put on file against each. You could print it, save it as a PDF for your records, screenshot it, or copy it into your project file, to go through with whoever helps validate the evidence.