Help Stamp Out Greenwashing.

Support our campaign for responsible marketing practice in the built environment industry, by signing the Anti-Greenwash Charter and adopting a Green Claims Policy. With your organisation’s help, we can stamp out the impact of greenwashing on the development of a truly sustainable built environment.

Why is this important?

In recent years, there has been increased recognition of misleading green claims or false information within the built environment industry. ‘Greenwashing’ can come in many different forms, from inaccurate sustainability targets to over-optimistic product specifications. The problem is widespread, with research done by the Competition and Marketing Authority (CMA) finding that up to 40% of green claims made online in 2021 could be misleading.

The construction industry contributes approximately 40% of the UK’s total carbon footprint in 2021, and the rise of greenwashing has without doubt slowed the transition to a truly sustainable built environment. Clients and homeowners alike have, at times, been subjected to poor standards of communication from within the sector and in simple terms, misleading green claims are hindering the dissemination of critical information needed to help us build more sustainably.

This is why a campaign championing responsible marketing practice is important for the industry and why any contractors, product manufacturers, architects, trade associations, merchants, distributors, developers, house-builders, educational institutions or any other type of organisation operating in the industry, are encouraged to sign the Charter.

“Greenwash is leading us all to a parallel green economy of the same magnitude as the business-as-usual economy.”


Supported by the Good Homes Alliance and the Alliance for Sustainable Building Products (ASBP), the Charter invites organisations to make a public declaration to uphold good standards of marketing practice and adopt a Green Claims Policy, which details their approach to ensuring the Charter’s standards are met.

Charter Supporters:




You will commit to clear communication of what sustainability benefit your product or service offers and won’t conceal or omit information.



You will substantiate your sustainability claims with accurate, and regularly evaluated empirical evidence. You’ll commit to sharing facts, figures and statements that can be checked.



You will commit to using fair, clear and unambiguous language when providing comparisons with other products or organisations.



You will ensure you make specific statements about your organisation’s sustainability efforts and that your actions match those promises.

Charter Signatories.

Here are just some of the growing number of organisations that have signed the Charter and made a public declaration to uphold responsible marketing practices.

How it works.

1Complete our brief (one minute) questionnaire about your organisation and marketing practices. We will then review your responses and, if available, Green Claims Policy.

2 – If successfully reviewed, we will confirm your Charter membership. If not, we will refer you to our policy template and offer you advice about how to implement responsible marketing practices.

3 – You will then be able to promote your commitment by downloading and using the Charter logo across your marketing materials. We will also promote your membership across our own social media and email channels.

4 – Your Charter membership will be valid for 12 months, from the date you sign. At the end of the period, we will carry out a further review of your marketing practices and updated policy.

Please note: It’s free to sign the Charter.


Sign the Charter.

Please complete the following simple questionnaire about your organisation’s marketing practices and procedures. We will then review your responses, before confirming your Charter membership.

If you have observed greenwashing and wish to inform the CMA about your experience, please email them directly here.

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Policy Template

© 2022. The Anti-Greenwash Charter