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 greenwashing
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.
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.
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.
ASA bans fashion retailers' 'sustainable' claims for lack of evidence
The ASA has challenged ads for Nike, Lacoste and Superdry for overstating the environmental benefits of their clothing, in the latest move against greenwashing in retail fashion sector.
ASA snapshot: environmental claims in travel agent ads
The ASA’s report finds that two-thirds of environmental claims in major UK travel agents’ online ads are likely non-compliant with the CAP Code.
