Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.


This article is currently being updated and will be re-published in due course.

In the meantime, feel free to contact our Copy Advice team for bespoke advice on your marketing.

In 2021 the ASA and CAP will undertake a Climate Change and the Environment project taking stock of the rules regulating environmental claims.  This project consists of three concurrent strands:

  • Proactive regulation: proactively looking at environmental claims in several priority areas with a view to updating our position on emerging and existing themes and taking action against advertisers who use green claims in a way that is likely to mislead or cause harm. 
  • Standards fit for the 2020s: taking stock of how effective our rules and guidance are in governing environmental claims. 
  • Knowledge, education and communication: updating our existing resources to make them easily accessible, and creating new training materials and other educational resources to improve industry’s understanding and overall compliance with our rules on misleading and harmful environmental claims.

Please note that this advice article, and others, are likely to be updated in due course.


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