Eurowings carbon offsetting claim doesn't fly with the ASA
A claim that consumers could eliminate the environmental impact of a specific flight by purchasing a voluntary carbon offsetting package was found to be unsubstantiated.
All Articles in green claims
Green transition: are your green claims ready for the new EU rules?
The EU’s EmpCo Directive, which applies from 27 September 2026, bans a wide range of greenwashing practices and introduces mandatory point-of-sale information obligations for traders selling to consumers in the EU.
CAP's new toolkit for making compliant environmental claims
CAP has published a new guide and a checklist and updated its environmental claims guidance to help advertisers make compliant and substantiated green claims.
Greenwashing in fashion: ASA rules 'recycled materials' claim to be misleading
The ASA has ruled that UNIQLO’s “recycled materials” claim in an ad for fleece coats and jackets was misleading, as the evidence did not demonstrate that the products were made entirely from recycled materials.
Greenwashing audit: ASA maps the landscape of environmental claims in UK advertising
The ASA’s report on environmental claims in UK online advertising finds that, while such claims are relatively rare, they frequently use high-risk absolute terms such as “eco-friendly” and “sustainable” that require significant substantiation under the CAP Code.
Advertising agriculture: farming ads given green go-ahead but carbon footprint claims need revising
The ASA has ruled on whether environmental claims in an advertiser’s ads regarding British beef and dairy could be considered misleading.
New exceptions explained in ICO final guidance on storage and access technologies: could online advertising be next?
The ICO has published final guidance on storage and access technologies under PECR, incorporating new sections on the exceptions for statistical purposes, appearance and emergency assistance introduced by the Data (Use and Access) Act 2025, and provided an update on its online tracking strategy.
Clear skies ahead: Civil Aviation Authority outlines environmental disclosure framework for airlines
The UK Civil Aviation Authority has published a framework setting out guidance and principles on the environmental information airlines and other booking organisations should provide to passengers.
Greenwashing nappies: baby care company falls short on environmental claims
The ASA has upheld complaints against Kit & Kin’s green marketing for its nappy and wipes range, finding that “eco”, “sustainable” and “biodegradable” claims were absolute, unsubstantiated and gave a misleading impression of the products’ environmental impact.
Cross-border ads: CAP explains ASA's remit
CAP publishes an article explaining the ASA’s remit in relation to cross-border ads.
No hiding in the supply chain: CMA clarifies responsibility for green claims
The CMA provides clarification on supply chain responsibility when making environmental claims in new guidance supplementing the Green Claims Code and sector-specific guidance on making green claims about fashion products.
ASA heats up its investigation into greener energy ad claims
The ASA has published rulings on price savings claims in the energy sector as part of its wider work on advertising for greener heating and insulation products.
