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Provable Marketing and Communications
Claim · Evidence · Sign
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Provable Marketing and Communications
Claim · Evidence · Sign
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ECGT — Sept 2026
SEP 2026EU Empowering Consumers Directive (2024/825)
Evidence-based green claims. Bans 'eco-friendly' without proof. Penalty: 4% turnover.
ISO 14021:2016
IN EFFECTEnvironmental Labels — Self-Declared Claims (Type II)
ISO 14021:2016 specifies requirements and guidance for self-declared environmental claims (Type II eco-labels) including: 'recycled content' (must state percentage and pre/post-consumer split), 'recyclable', 'refurbished', 'remanufactured', 'reclaimed', 'reduced energy/water consumption', and 'extended life product.' Claims must be accurate, verifiable, relevant, and not misleading. Adopted by reference in EU, UK, Australian, and Canadian environmental claims enforcement frameworks.
EU CSRD (Art. 29)
IN EFFECTMandatory Value Chain Reporting
Agentic integrity for supply chain transparency.
EPD / LCA
IN EFFECTEnvironmental Product Declarations (EPD) / Life Cycle Assessment (LCA)
Type III declarations from Life Cycle Assessment data under ISO 14025 / EN 15804.
DMCC Act 2025
IN EFFECTDigital Markets, Competition and Consumers Act
From 6 April 2025 the CMA has direct enforcement powers — fines up to 10% of global turnover — for misleading sustainability claims, without requiring a court order. Supersedes guidance-only Green Claims Code enforcement.
CMA Green Claims
IN EFFECTUK Green Claims Code
Substantiation before marketing claims (anti-greenwash).
ASA CAP/BCAP Code
IN EFFECTUK Advertising Standards Authority — CAP & BCAP Codes
The CAP Code (non-broadcast) and BCAP Code (broadcast) require all UK advertising to be legal, decent, honest, and truthful. ASA has published specific guidance on environmental claims (2023): ads must not imply a product's overall environmental impact is neutral or positive without robust lifecycle evidence. Upheld rulings require advertisers to hold substantiating evidence before publication — not after a complaint. Penalty: ad removal, referral to Trading Standards, and reputational sanctions.
FTC 16 CFR Part 260
IN EFFECTFTC Guides for Use of Environmental Marketing Claims
FTC Green Guides (last revised 2012; substantive update under review 2023–2024) govern environmental marketing claims in the United States. Specific guidance covers: 'recycled content' (must specify percentage and pre/post-consumer source), 'pre-owned' and 'refurbished' (cannot imply like-new condition without basis), 'sustainable' (requires substantiation across the full product lifecycle), and carbon offset claims. Violations are enforceable as deceptive practices under FTC Act Section 5. Penalty: up to $51,744 per violation per day.
ACL s.18 / s.29
IN EFFECTAustralian Consumer Law — Environmental Claims
Sections 18 and 29 of the Australian Consumer Law prohibit misleading and deceptive conduct and false representations, including unsubstantiated environmental and sustainability claims. ACCC actively enforces against fashion and textile brands.
CSDDD (2024/1760)
2027Corporate Sustainability Due Diligence
Mandatory human rights and environmental due diligence across global supply chains. Large EU company obligations from July 2027.