Who: The Committee of Advertising Practice (CAP), the Broadcast Committee of Advertising Practice (BCAP) and the Advertising Standards Authority (ASA)
Where: United Kingdom
When: 30 July 2026
Law stated as at: 11 August 2026
What happened
Following an ASA report published in June examining environmental claims across UK online advertising, CAP has released its “Greenspeaking with confidence” guide, designed to help advertisers develop “clear, accurate and evidence-based environmental claims.” CAP’s practical guide is structured around five key principles.
Understanding the consumer perspective
Marketers should consider how consumers are likely to understand any claim made in an ad. The ASA assesses ads from the standpoint of the average consumer: an individual who is reasonably well informed and observant, but who is not an expert in environmental matters.
In its assessment of environmental claims, the ASA considers how the message is likely to be perceived by a consumer in practice and the potential for misleading consumers into making a transactional decision they would not otherwise have made.
For example, imagery associated with nature, such as landscapes, wildlife or use of the colour green, can influence how consumers interpret environmental claims compared to a claim made alone, without the use of such imagery.
Back it up with robust evidence
Before making any claim that consumers are likely to treat as objective or factual, marketers are expected to hold adequate written evidence. That evidence should be relevant, up to date and specific to the claim being made. The level of substantiation required depends on the type and strength of the claim.
For example, unqualified absolute claims, such as “green”, “sustainable” or “environmentally friendly”, require a particularly high level of substantiation as they typically apply across a product’s entire life cycle. Where a claim involves a comparison, the ad must include, or clearly point to, the information consumers would need to verify it for themselves.
Marketers are also advised to ensure that the evidence underpinning their claims aligns with accepted methodologies. Certain environmental claims carry statutory information requirements and the ASA expects these to be followed.
Limiting the scope of a claim
Sweeping claims such as “good for the planet” are generally understood to apply to a product’s entire life cycle, from production and packaging through to transport, use and disposal, unless the ad states otherwise. Advertisers are expected to hold evidence covering the product’s full life cycle.
Where the evidence covers only part of the picture, an unqualified broad claim risks misleading consumers. In these cases, the claim should be narrowed so that it reflects only the specific stage or aspect the evidence actually supports.
Making claims clear and easy to understand
Marketers are also advised to ensure that the basis of any environmental claim is clearly communicated, including by explaining technical terms such as “sustainable” or “biodegradable”. CAP clarifies when a claim needs qualification; for example, where it holds true only under certain conditions or depends on a specific consumer action such as following a specific recycling route. CAP offers practical guidance on how to achieve this and draws particular attention to claims such as “carbon neutral” or “net zero”.
Showing the full picture
Marketers are advised to be careful not to create a misleading impression about the business’s wider environmental impact, whether through claims or imagery. This is particularly important where the business is responsible for significant ongoing emissions or environmental harm. Where an ad spotlights a positive environmental initiative, it may need to include balancing information, such as the scale of the initiative relative to total operations, or its actual environmental impact compared with the company’s wider footprint, if omitting that context could mislead consumers about its true significance.
Additional considerations
CAP highlights some additional considerations: depictions that may trigger rules on social responsibility; claims that take undue credit for product features, benefits or innovations; and claims of an environmental advantage where none meaningfully exists.
Further materials
CAP has also published an accompanying one-page checklist, setting out questions to help advertisers review their claims and identify areas that may need further consideration. CAP and BCAP have also updated their existing guidance on environmental claims. The updated guidance now includes new “key principles” summaries, reflects recent changes to the advertising codes following the introduction of the Digital Markets, Competition and Consumers Act 2024, and references the new “Greenspeaking with confidence” guide and quick checklist. It also removes links to individual ASA rulings in favour of directing readers to supporting resources where rulings can be accessed.
Why this matters
This latest update does not introduce any new concepts to green claims compliance assessment, but it does reflect CAP and the ASA’s continued proactive approach to seeking better compliance from businesses where their environmental claims are concerned.
In its June report, the ASA said that it will use the findings from its research and investigations to engage with industry more broadly, reinforcing its expectations and best practice advice on environmental claims, particularly around the use of absolute terms, and supporting more consistent application in practice. This included directing businesses to CAP’s guide.
These latest updates and activities serve as a reminder to businesses that environmental claims remain firmly on the ASA’s agenda and businesses can expect continued proactive enforcement action, irrespective of the level of complaints filed by consumers, competitors and environmental groups.
