Communicate your progress credibly
Say what you've done, and be able to prove it
Communicating your progress well means telling a clear, honest story about your emissions and the action you are taking, backed by evidence you could defend if challenged. Done properly it builds trust with customers, staff, investors and tender panels. Done loosely it risks accusations of greenwash and, since 2025, real financial penalties. The safest route is simple: measure accurately, be transparent about what is included, and only claim what you can substantiate.
Avoiding greenwash under the Green Claims Code
The CMA's Green Claims Code sets six principles for any environmental claim: it must be truthful and accurate, clear and unambiguous, not misleading by omission, based on fair comparisons, mindful of the full life cycle, and substantiated. A vague "eco-friendly" label, or a "carbon neutral" badge with nothing behind it, fails these tests.
This is no longer only a reputational issue. Since April 2025 the CMA can decide for itself whether a business has broken consumer law, without going to court, and fine it up to 10% of global turnover, including for misleading environmental claims. Getting a claim wrong now carries a material financial risk.
Credible communication rests on the work beneath it: a footprint measured to a recognised standard, clearly stated boundaries and methods, and honesty about what is included and what is not. It also means using terms precisely, "carbon neutral" and "net zero" are not interchangeable, and explaining year-on-year changes, such as a falling grid electricity factor, so a drop is not mistaken for action you did not take.
Every credible claim starts with accurate numbers from our carbon reporting service, and our sustainability consultancy team can help you shape the wider narrative. Before you communicate, make sure you have genuinely worked through measuring, reducing and, where needed, offsetting.
What is the Green Claims Code?
It is the CMA's guidance on environmental claims, built on six principles: claims must be truthful and accurate, clear and unambiguous, not misleading by omission, based on fair comparisons, mindful of the full life cycle, and substantiated with evidence.
Can we be fined for a misleading green claim?
Yes. Since April 2025 the CMA can act directly, without going to court, and fine businesses up to 10% of global turnover for breaching consumer law, including misleading environmental claims.
What's the difference between carbon neutral and net zero?
Carbon neutral usually means balancing current emissions, often with offsets. Net zero means deep, sustained cuts across your value chain first, with only genuinely residual emissions removed. Using the terms loosely is a common source of greenwash.
What has to sit underneath a credible claim?
An accurate footprint measured to a recognised standard, clearly stated boundaries and methods, and evidence you can show if challenged. Being transparent about what is included, and what is not, matters as much as the headline number.
Make claims you can stand behind
We will help you turn a solid footprint into clear, defensible communication, and keep you the right side of the Green Claims Code.
Carbon
Managers
Since 2007© Carbon Managers. 2007. All rights reserved
When you visit or interact with our sites, services or tools, we or our authorised service providers may use cookies for storing information to help provide you with a better, faster and safer experience and for marketing purposes. See our T&C's, & Cookie Policy.
Stubbs Lane Bath
BA11 2PQ
+44 20 8050 3545