If you’re communicating about sustainability, expectations are changing fast

This page is a simple guide to what’s happening and what it means in practice for PR, marketing and sustainability teams.

Across the UK and EU, regulators are tightening expectations around environmental claims.

In the EU, the proposed Green Claims Directive is setting out more detailed requirements for how claims should be substantiated and communicated.

In the UK, existing guidance from the Competition and Markets Authority and the Advertising Standards Authority is already being actively applied.

At the same time:

  • NGOs are scrutinising brand messaging more closely

  • Media coverage of greenwashing is increasing

  • Consumers are becoming more aware of how claims can be misleading

  • Brands are looking at their competitors and calling out comparitive claims

This is raising the bar for what is considered acceptable, placing new expectations on communications teams.

What this means in practice

The biggest shift isn’t just about what you say – it’s about how it might be interpreted.

Broad claims are risky

Terms like “sustainable”, “responsible” or “environmentally friendly” are seen as too vague, unless they are clearly defined and supported by evidence. 

Implied meaning matters

Even if a claim isn’t explicitly stated, the overall impression created by wording, imagery or context can be assessed. 

Evidence is expected

Ambition alone is not enough. Claims must be backed up by credible, relevant evidence – and ideally be accessible or explainable.

The whole product matters

Highlighting one positive aspect shouldn’t imply that the entire product is environmentally beneficial if that’s not the case.

Your questions, answered

Most issues don’t come from deliberate overclaiming – they come from well-intentioned messaging.

Taking a moment to understand the risks, consider your risk appetite, and sense-check your wording can make a significant difference.

  • A green claim is any statement – explicit or implied – that suggests a product, service or company has a positive or reduced environmental impact.

    This can include:

    • Packaging statements

    • Campaign messaging

    • Website content

    • Press releases

    • Paid editorials

    • Product descriptions

    • Publicly available reports

    It’s not always obvious, which is why things that felt standard a year ago can now carry risk.

  • In practice, most issues come down to a few recurring patterns:

    Vague or general language
    Claims that sound positive but aren’t clearly defined

    Overstating impact
    Highlighting a benefit in a way that suggests more than can be substantiated

    Implied environmental benefit
    Wording that unintentionally creates a broader impression

    Lack of context
    Claims that are technically true, but could mislead without additional information

  • That depends on your risk appetite – or, if you’re an agency, the risk appetite of your clients.

    Scrutiny of environmental claims is increasing across the UK and EU, and many claims that feel reasonable from a marketing perspective can carry risk when viewed through a regulatory lens.

    A check helps you understand that risk – and decide how confident you want to be in what you’re putting out.

  • Yes – expectations around environmental claims are increasingly being applied across the board.

    While larger organisations may have legal teams and sustainability specialists reviewing claims before publication, the same level of scrutiny is now being applied more widely — regardless of company size.

    In practice, the risk isn’t limited to large organisations — it’s about how claims are interpreted, wherever they appear.

  • Clear, credible green claims tend to be:

    • Specific
      Focused on a defined action or outcome

    • Accurate
      Reflecting what has actually been achieved (not just intended)

    • Balanced
      Not overstating the significance of one improvement

    • Evidence-led
      Supported by credible data or explanation

    • Transparent
      Easy to understand and not open to misinterpretation

  • It depends on the nature of the claim, but expectations around environmental messaging are being enforced more actively.

    In the UK, regulators such as the Advertising Standards Authority and the Competition and Markets Authority can require claims to be amended or removed if they are considered misleading.

    In the EU, proposed regulation is moving towards more formal requirements around how claims are substantiated and communicated.

    Beyond formal action, there is also reputational risk through increasing scrutiny from NGOs, the media and consumers.

  • New EU rules on green claims are expected to apply from around 2026, with more detailed requirements following.

    In the UK, similar expectations are already in place under existing consumer protection law, and enforcement by the CMA and ASA is increasing.

    In practice, this means companies shouldn’t wait. Given the lifespan of packaging and campaigns, it’s wise to align with the direction of travel now to avoid needing to make changes later.

For brands and PR teams

For brands – whether in food, drink, fashion, packaging or other sectors – this means taking a closer look at how sustainability is communicated across all touchpoints.

It means navigating a more complex landscape where:

  • language choices carry more risk

  • timelines are often tight

  • and expectations are still evolving

The challenge is: how do you communicate progress and ambition without overclaiming?

In larger organisations, environmental claims are often reviewed by legal teams and sustainability regulation specialists before anything is published, but not every organisation has access to those resources.

My aim is to bring that same level of thinking into a simpler, more accessible form – so smaller teams and PR agencies can sense-check their messaging with confidence.

Team training & lunch-and-learns

A short, practical session to help marketing and PR teams feel more confident communicating about sustainability.

Designed to help teams better understand:

  • evolving green claims risks

  • common wording pitfalls

  • how to communicate about sustainability ith confidence and clarity

60-minute session with Q&A.

Request details

Need a second pair of eyes?

If you’re working on something and want to sense-check it before it goes live, I offer a focused Green Claims Check to help you review and refine your messaging.

Book a call