Scope
All businesses making consumer-facing environmental claims in the UK
UK · act
DMCC Act 2024 — CMA green-claims enforcement
Digital Markets, Competition and Consumers Act 2024 (consumer enforcement, from Apr 2025)
Penalties
CMA direct fines up to 10% of worldwide turnover
Last verified
2026-08-22
In plain language
What this law does
Gives the CMA power to fine companies up to 10% of global turnover for misleading Dictionary termGreen ClaimsAssertions that a product, service, brand, or business provides an environmental benefit or is less harmful to the environment — subject to tightening substantiation rules worldwide.Read the full definition without court action, operationalising the Green Claims Dictionary termCode principlesbusiness strategy incl. sustainability; board oversight of ESG risks; stakeholder identification; corporate integrity policy.Read the full definition (truthful, clear, no omissions, fair comparisons, full lifecycle, substantiated).
Formal requirements
What the law requires
Reviewed provisions grouped by practical purpose. Use the official text for the full legal context.
Governance
Six Dictionary termGreen ClaimsAssertions that a product, service, brand, or business provides an environmental benefit or is less harmful to the environment — subject to tightening substantiation rules worldwide.Read the full definition Dictionary termCode principlesbusiness strategy incl. sustainability; board oversight of ESG risks; stakeholder identification; corporate integrity policy.Read the full definition — Truthful/accurate; clear/unambiguous; omit no important info; fair/meaningful comparisons; full life cycle; substantiated.
CMA guidance (2021) · instrument-level citationCAP Code Section 11 — Environmental claims in advertising: clear basis, full lifecycle, no exaggeration; ASA enforcement rulings as precedent.
ASA CAP Code 11 · instrument-level citation
Enforcement
Direct fining power — CMA can fine up to 10% of global turnover for misleading Dictionary termGreen ClaimsAssertions that a product, service, brand, or business provides an environmental benefit or is less harmful to the environment — subject to tightening substantiation rules worldwide.Read the full definition without court action (from Apr 2025).
DMCC Act 2024 Sch. · instrument-level citation
Dictionary
Key terms for this law
Terms with a retained, published connection to this legal source.
- Material omissionCPRs/DMCC
Claims
Explore claims affected by this source
Search or filter the reviewed connections, then open one claim for its full market-by-market assessment.
159 of 159 connected claims shown
Examples in this selection
- Carbon Climate
- Carbon Climate
- Carbon Climate
- Carbon Climate
- Carbon Climate
- Carbon Climate
- Carbon Climate
- Carbon Climate