We have a long track record of tackling misleading or socially irresponsible environmental claims in advertising. Dedicated environmental rules have been in place for around forty years, and we have taken sustained action to address problematic “green” claims across a wide range of sectors.
Advertising plays an important role in shaping consumer understanding and behaviour. As businesses make changes to how their products and services are produced, transported and marketed, it is essential that people can trust the claims they see and make informed choices based on accurate information.
Meeting the UK’s net zero targets will require advertising – and ad regulation – to play its part.
Our Climate Change and the Environment project brings a sharper regulatory focus to environmental claims and demonstrates our commitment to taking action where ads mislead or cause harm.
Our environmental rules
The Advertising Codes include rules on environmental claims, alongside broader provisions on misleading advertising and social responsibility. These rules apply whenever advertisers make environmental claims or convey messages about environmental impact.
Read more about our environmental rules.
Advice and resources
CAP has produced guidance to support marketers and agencies in interpreting the Advertising Codes for environment-related issues.
Our e-learning module on climate change and the environment sets out the key principles advertisers should follow when making environmental claims or referring to environmental impact in their advertising.
We've also published advice articles on specific issues, including:
Environmental claims: General “Green” claims
Read more about our advice and resources on environmental issues.
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Rulings
We investigate ads where there may be a serious breach of the Advertising Codes. The ASA Council determines whether the rules have been broken.
Rulings are published weekly and set precedents that advertisers are expected to follow.
See our environmental rulings.
Research
We carry out research to understand how environmental claims are interpreted by consumers and where there is potential for them to mislead. We’ve published reports on consumer understanding of:
- Key environmental terms including electric vehicles
- Green disposal claims in ads
- Environmental claims in food and drink ads
Related organisations and initiatives
Other organisations are also working to improve standards and understanding around environmental claims and sustainability.
The ASA works closely with organisations including the Competition and Markets Authority (CMA), whose Green Claims Code and sector-specific guidance provide additional information for businesses making environmental claims.
Ad Green supports the advertising industry in reducing the environmental impact of production.
Ad Net Zero is an industry-wide initiative led by the Advertising Association that supports more sustainable practices across advertising.
Find out more about other organisations and their work.
Bespoke advice
We recognise that this is a fast-moving area. If the information on this page does not cover a specific claim, advertisers can contact our Copy Advice team for guidance before publishing.