Environmental Claims on Products: UK Consumer Law Explained | LegalDocuments.co.uk

Overview

An environmental claim is any statement, logo, symbol, or suggestion made by a business that implies a product, service, brand, or the company itself is better for the environment than an alternative. These claims can be explicit (for example, 'made from 100% recycled plastic') or implied through imagery like green leaves, earth tones, or pictures of unspoilt landscapes.

In the UK, these claims sit within the broader framework of consumer protection law, which requires that commercial statements are truthful, clear, and not liable to mislead the average person. The term 'greenwashing' is commonly used to describe claims that overstate, distort, or cherry-pick environmental benefits to make a product seem more sustainable than it really is.

Greenwashing is not a single offence with its own statute. Instead, it usually falls foul of existing prohibitions on misleading commercial practices. Regulators have grown noticeably more active in this space as public demand for sustainable products has climbed, and the expectations on businesses making these claims have tightened considerably in recent years.

Key steps

1. Check what the claim actually says. Read the wording carefully rather than relying on imagery or impressions. Vague terms like 'green', 'natural', or 'eco' can mean very different things depending on context. A specific statement such as 'made from 70% post-consumer recycled material' is far more useful than a generic 'environmentally friendly' badge, because it can be tested against evidence.
2. Look for the supporting evidence. Credible claims are backed by something you can verify, such as a recognised certification, a third-party audit, or published lifecycle data. If a product carries a symbol, check whether it comes from an independent scheme or whether the business simply designed it themselves. Self-styled logos without an underlying standard should be treated with caution.
3. Consider the whole product, not one feature. A claim that focuses narrowly on one element (for example, recyclable packaging) can distract from the wider environmental footprint of the product. Ask whether the headline benefit is material to the overall impact, or whether more significant issues such as carbon emissions, water use, or end-of-life disposal have been quietly left out of the picture.
4. Watch for comparisons that don't stack up. Phrases like 'greener than before' or 'lower carbon' only mean something when you know what they're being compared to. A responsible claim sets out the baseline and the scope clearly. If you can't tell what the comparison is measured against, the statement may not hold up under scrutiny from regulators or informed consumers.
5. Report concerns where appropriate. If you believe a claim is misleading, you can raise it with the Competition and Markets Authority, Trading Standards through Citizens Advice, or the Advertising Standards Authority depending on where the claim appears. Regulators use consumer reports to identify patterns and prioritise which sectors and practices to investigate further.

Common questions