This CAP and BCAP guidance explains how the advertising rules apply to environmental claims and social responsibility in advertising.
It covers the key principles advertisers should consider when making environmental claims, including how claims are likely to be understood, the evidence needed to support them and the importance of presenting environmental information clearly and responsibly.
What’s been updated
This guidance was updated in July 2026 to:
- add tailored Key principles summaries alongside the relevant Code rules
- include references to Greenspeaking with confidence, our practical guide to developing clear, accurate and evidence-based environmental claims
- remove links to individual ASA rulings, which are retained in our wider resources on environmental issues
This version replaces the October 2025 guidance, which removed the section on energy efficiency classes and product fiche information following the removal of CAP Code rules 11.8 and 11.9 and BCAP Code rules 9.9 and 9.10.
Related resources
- Greenspeaking with confidence
- Environmental claims: a quick checklist
- Get tailored, confidential Copy Advice
To find out more about the ASA's work on these issues, see the climate change and the environment page.