Policy & consumer protection
Green Claims Code (UK CMA)
Definition
The Green Claims Code is guidance published by the UK Competition and Markets Authority in September 2021 explaining how consumer protection law applies to environmental claims. It sets six principles: claims must be truthful and accurate; clear and unambiguous; not omit or hide important information; make only fair and meaningful comparisons; consider the full life cycle; and be substantiated.
References
principles and context
status and enforcement
Overview
What it means
The Code created no new law but clarified how existing law judges green claims — and it covers overall impression, not just wording: brand names, self-made eco badges, and green imagery can themselves be claims. Since the Digital Markets, Competition and Consumers Act 2024 took effect in April 2025, the CMA can directly fine businesses for misleading claims — up to 10% of worldwide turnover.
How it is used
UK businesses test marketing against the six principles; the CMA uses the Code in investigations across sectors; and it has become a reference standard alongside the US FTC Green Guides and EU rules.
Why it matters
It converted UK greenwashing enforcement from principle to practice, with penalty-backed clarity on what a compliant claim requires.