Environmental & Product Claims
Say What You Mean and Prove What You Say
Claims live everywhere, not just on your website.
Sustainability claims are having their moment. So is enforcement - the UK's Competition & Markets Authority now has the power to fine brands up to 10% of global turnover, without going to court. Equivalent bodies elsewhere are tightening the net too.
Those claims don't just live on your website. They're on hangtags, packaging, product descriptions, emails, press releases and social posts - and a regulator (or a customer) doesn't care which channel an unsubstantiated claim showed up on.
“Every brand claim, from fabric sustainability to garment performance, must be substantiated to avoid significant penalties for misinformation.”
We check what you say against what you can actually prove, wherever you're saying it, before someone else checks it for you.
Understanding Greenwashing
Greenwashing in Fashion
Greenwashing isn't just a buzzword anymore - it's a term regulators use in enforcement letters. As the industry's environmental claims have multiplied, so has scrutiny of whether they're true.
Clear Communication
Vague, feel-good language is the single biggest driver of greenwashing risk. We help you say exactly what's true - precisely, and in a way you can prove.
Regulatory Oversight and Compliance
CMA Investigations
The UK's Competition & Markets Authority has already sent warning letters to well-known fashion brands and secured binding commitments from others over misleading sustainability claims. Compliance isn't optional, and it isn't slowing down.
International Regulation
The UK isn't acting alone. The EU's ECGT Directive brings enforcement from September 2026, with fines of up to 4% of annual turnover. In the US, the FTC's Green Guides remain actively enforced. If you sell beyond the UK, your claims need to hold up in more than one jurisdiction.
The right starting point depends on what's already out there - here's how we typically help.
Website and Marketing Claims Audits
Auditing your website, packaging, hangtags and marketing materials for language or claims that can't currently be backed up - and how to fix them.
Regulatory Compliance Consulting
Navigate the complexities of sustainability regulations with expert advice, keeping your brand in good standing with bodies like the CMA and preventing costly legal issues.
Sustainability Messaging Evaluation
Evaluate and refine your sustainability communication, helping ensure your brand's messaging is both compelling and honest - and building stronger consumer trust in the process.
Certification Verification and Advisory
Already displaying a certification logo or claim? We check it's current, correctly used, and accurately described.
Terminology Standardisation
Harmonise product descriptions and sustainability terms across your communications, ensuring consistency and clarity for your consumers and stakeholders.
If you don't yet hold the certification you want to claim, see our Certifications & Standards service instead.
Want a second pair of eyes on your claims before someone else finds the gap
Want Your Team to Catch This Themselves?
Our Green Claims training walks your design, marketing and buying teams through what actually makes a claim defensible - so the risky line gets caught before it goes to print, not after a regulator flags it. Pair it with our Green & Environmental Claims Crib Sheet, a quick-reference your team can keep on hand.