Green and ethical claims on merchandise: UK and EU rules

Course outline

The first lesson is open to read. The rest are included when you enrol.

1. 1UK rules: the Green Claims Code and the DMCC Act14 min Preview

   General information, not legal advice. Rules change; check the sources below before you act.

   In the UK, environmental claims are regulated by general consumer protection law, enforced by the Competition and Markets Authority (CMA) and trading standards. The CMA's Green Claims Code explains how that law applies to environmental claims.

   The six principles of the Green Claims Code

   Claims must:

   1. Be truthful and accurate. The product must live up to the claim.
   2. Be clear and unambiguous. The meaning a consumer takes from it must be the one you can support.
   3. Not omit or hide important information. For example, "made with recycled materials" when only the label is recycled.
   4. Make fair and meaningful comparisons. "30% less plastic" than what?
   5. Consider the full life cycle of the product or service. A recycled bottle flown in by air freight may not be the lower-impact choice the claim implies.
   6. Be substantiated. You must have the evidence before you make the claim.

   The CMA has also published guidance for the fashion retail sector, which is directly relevant to branded apparel and bags. It warns against broad terms such as "sustainable", "eco" or "responsible" without clear explanation, and against hiding the explanation behind a link, QR code or the back of a swing tag.

   The Digital Markets, Competition and Consumers Act 2024

   Since 6 April 2025, Part 4 of the DMCC Act has replaced the Consumer Protection from Unfair Trading Regulations 2008 for unfair commercial practices, and given the CMA power to decide for itself whether consumer law has been broken. It can:

   • require a business to stop a practice and take corrective steps
   • impose fines of up to 10% of global turnover for breaches of consumer law

   Misleading environmental claims are a named CMA priority, and the CMA has already secured commitments from fashion retailers about their green claims.

   Merchandise is usually B2B, but claims still reach consumers

   You may sell a hoodie to a company, but the claim printed on it, or on its swing tag, is read by the employee or event guest who uses it. Consumer law applies to that claim. Separate rules on misleading business-to-business advertising also apply between businesses.

   Where this sits in the 13 steps

   • Step 1 (Brief): record the claims the client wants to make
   • Step 2 (Define): define the material and certification needed to support them
   • Step 7 (Approve): approve the exact wording with the artwork

   Checklist

   • Every claim tested against the six principles
   • Evidence in hand before the claim is printed
   • No broad terms without an explanation next to them
   • Explanation on the product, not only behind a link
2. 2EU rules: the Empowering Consumers Directive12 min
3. 3Evidence: which certificate supports which claim16 min
4. 4Ethical claims and the Modern Slavery Act12 min
5. 5Writing a claim that stands up10 min
6. 6References5 min