The Green Claims Code, governed by the Competition and Markets Authority, sets out clear guidelines for brands when marketing their sustainability credentials. The code was implemented to tackle a sea of greenwashers, putting out false product/packaging sustainability claims to gain a competitive advantage.
The Green Claims Code states:
- Claims are truthful
- Claims are clear and unambiguous
- Claims do not omit or hide information
- Claims compare goods or services in a fair and meaningful way
- Claims must be substantiated
- Claims need to consider the full life cycle of the product
Essentially, if you are marketing what is true and can substantiate claims with data, that is fine. Eco-labels can come in various different forms: recyclable, reusable, carbon neutral, etc… OPRL are the regulatory body for the on-pack recycling label, and ensure that any consumer labels that reference the recyclability or material usage of the packaging are understandable. However, currently there is no standardised on-pack label for carbon footprint or carbon labelling. At Benchmark, we offer brands and retailers our carbon labelling service. The carbon label conveys to the consumer that the brand is on track to meet their net zero target (for example 2030), and are audited yearly by the Benchmark team and a professional life cycle analyst. The labelling service that we offer is a direct output of our carbon calculator tool, meaning all calculations of carbon footprints are accurate and wholly align with the Green Claims Code. The data that our system provides allows businesses to be confident in their green claims, and comply with the Competition and Markets Authority’s new regulations.
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