Sustainability claims under scrutiny: A guide for marketers

In a world where it has become more important than ever for businesses to produce a higher return on investment, as budgets shrink and the economic climate becomes tougher to contend with, it may be easy and tempting for many to make exaggerated green claims to drive revenue.

However, regulations are being tightened and regulators themselves are now keeping a watchful eye on businesses, with the Advertising Standards Authority (ASA) and Competition and Markets Authority (CMA) recently clamping down on multiple companies for making inaccurate or exaggerated claims.

Marketers need to be especially cautious when making claims involving sustainability and the environment, and with environmental claims now firmly under the microscope, there are six top tips marketers need to follow.