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New Defra Guidance On Green Claims

2 February 2011

Defra has published a new Green Claims Guidance to assist companies in describing their environmental credentials, in a bid to help consumers navigate the confusing array of labelling and make informed choices. The Guidance, an update to Defra's previous Green Claims: Practical Guidance (2003) and Green Claims Code (2000) reflecting changes in the market since that time.

The Co-operative's annual ethical consumerism report shows spending on "green" products in Britain increased from £1.4bn in 1999 to £7bn in 2009. As people are becoming increasingly aware of the environmental impact of their shopping, the Guidance is designed to prevent misleading claims.

More products enter the market every day, with an increasing number of different environmental terms being used on the labels - while the term "recycling" is well understood newer phrases like "negative carbon footprint" can seem more confusing. Research suggests that consumers find it difficult to know which products are better for the environment while businesses, faced with increasing competition, can find it difficult to communicate to consumers when genuine improvements are made to their products.

Businesses are encouraged to follow three key steps in order to build consumer confidence in the environmental attributes of their products:

  • Ensure the content of the claim is relevant and reflects a genuine benefit to the environment
  • Present the claim clearly and accurately
  • Ensure the claim can be substantiated.

Environment minister Lord Henley said: "Sales of 'green' goods contribute billions of pounds towards the economy while helping to reduce our impact on the environment. If people are making the effort to buy green it is only right that we try to make the process as easy as possible. Our guide will make things easier for both business and consumer - helping restore public faith in environmental advertising and acting as a resource for companies developing more sustainable products."

Corporate Sustainability Manager for Marks & Spencer, Rowland Hill said: "We welcome the new Green Claims Guidance which will help companies to market products and services that are more sustainable. It's in everybody's best interest that sustainable products are legitimately promoted to replace less sustainable alternatives. Marks & Spencer launched sustainability targets back in 2007 to help our customers live more sustainably and make informed choices about what they buy."

Environment Manager for The Co-operative Food, Iain Ferguson said: "We welcome Defra's updated Guidance which is designed to make products' environmental claims more robust for the benefit of customers while keeping abreast of a fast-developing market. We are delighted to have assisted in this review process, having applied the Guidance since it was first published in 2003."

To read the full Guidance or the shorter "quick guide".

http://ww2.defra.gov.uk/environment/economy/green-claims-labels

Helen Amos