Briefing Note: Environmental claims within influencer marketing campaigns
Some claims can be too general, others are just not well-defined.
Offsetting greenhouse gas emissions
Companies are prohibited from making claims, based on the offsetting of greenhouse gas emissions, that their product had a neutral, reduced, or positive impact on the environment in terms of those emissions.
‘Environmentally friendly’ must be proved
The use of generic environmental claims, such as ‘environmentally friendly’, without adequate substantiation, have been banned.
Sustainability labels should be certified
The use of sustainability labels is restricted to those based on official certification schemes or established by public authorities, and new requirements have been introduced around durability and repairability of goods.
UK-based rules on environmental claims
For more information about this topic of advertising regulation in the UK, see the ASA’s work on Climate Change and Environmental Claims. This contributes to the EU’s wider goal to transition to a resource-efficient, climate neutral, and pollution free circular economy.
Information obtained through our IMTB membership.
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