Climate Change and the Environment – Key Advice Resources on Green Claims - ASA

From eLearning and formal Advertising Guidance to Insight articles and our AdviceOnline library - we have a whole host of resources on environmental ‘green’ claims to help marketers get it right first time.

For more information about the ASA & CAP's Climate Change and the Environment Project work, visit www.asa.org.uk/environment.

Key Guidance

Advertising Guidance: Misleading Environmental Claims and Social Responsibility

This comprehensive guide to misleading environmental claims and social responsibility consolidates the ASA’s positions on these issues, arising from their wider work on Climate Change and the Environment. It is updated periodically. [Click Here]

CAP Insight - News-style advice written by the experts

Rail-y useful advice on making environmental comparisons

Ads which include comparative claims about one mode of transportation versus another, particularly those which encourage people to leave their cars at home and take the train instead, are increasingly common. Here are a few points that marketers should bear in mind to ensure an upheld ASA ruling doesn’t derail their ads.

Food for thought - Environmental claims in food advertising

From taking a product's whole lifecycle into account for general environmental claims, to being careful with misleading imagery or omissions, read on for a smorgasbord of advice to help ensure that your advertising for meat, dairy and plant-based products aligns with the ASA’s position.

World Environment Day 2024

We’ve put together (recycling where appropriate) some guidance to help you keep your environmental claims compliant with the rules. Remember absolute claims like ‘green’ or ‘eco-friendly’ should only be made if you hold a high level of evidence that something causes no environmental damage throughout its lifecycle. Read on for more.

It’s not that easy being ‘green’ – promoting good work without misleading by omission

Here is some guidance exploring how environmental claims should be framed, and how omitting to mention the wider environmental impact of a brand could mean a breach of the CAP Code.

Non-'exhaust'ive guidance on advertising electric vehicles

With the sale of electric vehicles (EVs) and hybrids set to accelerate, the messaging in their advertising is increasingly important to consumers. With electrified powertrains appearing in a number of different types of vehicle, clarity is key in ensuring consumers are not misled. Here are some key things to bear in mind when advertising such vehicles.

(Responsibly) dispose of any green disposal uncertainties

Using the findings of the ASA’s research on consumer understanding of green disposal claims, here we pick out some helpful insights when it comes to using recyclable, compostable or biodegradable claims in advertising - including appropriately qualifying claims with material information and holding substantiation for claims.

Recycled reminders for Recycle Week 2023

Here’s a reminder about making sure claims about recyclability or a product’s recycled content are accurate, clear and don’t exaggerate. We summarise some of the key aspects of our guidance on recycling claims to help make sure your ads aren’t a load of rubbish.

Responsibly recycled guidance for World Environment Day 2023

Here’s some guidance to help you keep your environmental claims compliant with the rules. Remember absolute claims like ‘green’ or ‘eco-friendly’ should only be made if you hold a high level of evidence that something causes no environmental damage throughout its lifecycle. Read on for more.

When the going gets turf – Artificial grass and the CAP Code

The ASA has ruled on a few ads for artificial grass, and you may be surprised to see which two areas of the Code these have highlighted. Read on for some tips on how to advertise ‘fake grass’ without breaking the rules.

Laying your misleading “green” claims to rest

When assessing the total environmental impact of funeral services, the ASA expects every aspect of the provider’s plans to be accounted for. Here are some helpful tips.

Environmental claims, the Advertising Codes, and You

Here’s a refresher of the rules on “eco-friendly” and “green” claims, making sure the basis of claims is clear.

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AdviceOnline library - Our library of advice for marketers

Our AdviceOnline library provides guidance on interpreting the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing. Entries give practical advice based on previous ASA rulings to help you to create ads and sales promotions which stick to the CAP Code.

Here is a selection of relevant entries:

To search the AdviceOnline library, [Click Here]

Training Events and eLearning

Climate Change and the Environment eLearning Module

This module covers the fundamental principles that advertisers need to be aware of when making environmental claims, or when their ads include depictions of their environmental impact. It looks at key principles of misleading advertising, the rules that apply specifically to environmental claims, and the broader regulatory landscape. [Click Here]

Advice:AM – Climate Change and the Environment

We periodically offer training sessions on a wide range of topics, including environmental claims in advertising. For information on our previous event, see here.

To check for new and upcoming events [Click Here].

ASA Rulings

The ASA Council is the independent jury that decides whether or not there has been a breach of the Advertising Codes and will ultimately decide the final ruling. Rulings are issued weekly and are available on the ASA website every Wednesday. These rulings set a precedent that all advertisers have to follow, and will be taken into consideration for future rulings (and, of course, CAP's advice and guidance). 

For a summary of particularly significant rulings on ads that were considered environmentally misleading or socially irresponsible [Click Here].

External Advice and Guidance

The Competition and Markets Authority (CMA) have produced Guidance on misleading environmental green claims, in collaboration with the ASA.

The World Federation of Advertisers (WFA), has issued global guidance on environmental claims, which details principles and global best practice to help brands ensure that environmental claims are credible to consumers and can be backed up if they are challenged.

The ICC Framework for Environmental Marketing Communications (ICC Framework) also provides added guidance in response to the growing complexity of environmental or “green” marketing claims. The Framework provides a helpful approach for advertising industry stakeholders to use in developing and analysing environmental claims, consistent with general principles of the ICC Advertising and Marketing Communications Code and specific guidelines in Chapter D on environmental claims.

Climate Change and the Environment – Key Advice Resources on Green Claims