Why verify your marketing practice?
In today’s environmentally-conscious world, making informed buying decisions is vital as consumers increasingly prioritise purchasing from brands with good sustainability credentials.
Greenwashing, where an organisation exaggerates their claims to increase marketing impact, not only deceives consumers but also damages trust throughout a market. This makes it vital for organisations to demonstrate their commitment to authenticity and transparency effectively when promoting their sustainability credentials.
One way to achieve this is to become a certified signatory of the Anti-Greenwash Charter, a move that not only showcases a commitment to transparency and authenticity but also sets a powerful example for others in an industry.
By gaining independent verification of your marketing practices, an organisation can reinforce their credibility and gain a competitive edge in the market.
Moreover, access to our expert support in crafting a Green Claims Policy ensures that an organisation is able to present marketing best practice.
Signatories’ Thoughts.
“Creating our Green Claims Policy has helped us tidy up our thinking about how we implement responsible marketing practice and ensure we deliver our sustainability messages with clarity. We were able to review all aspects of claims and by doing so, present them in a way that is easily understandable!”
“Ensuring the accuracy of our environmental claims has always been important to us but in putting together our Green Claims Policy we were prompted to think more deeply about the ways in which we communicate our claims and whether they are presented in a way that is clear and comprehensible by all.”
“We are determined to champion responsible marketing practices across the timber supply chain, which is why we’ve decided to sign The Anti-Greenwash Charter, and develop our policy and associated guidance to help our members, and others in the industry make the correct claims.”
Supported By.
THE CHARTER’S STANDARDS
1.
Transparency.
You will commit to clear communication of what sustainability benefit your product or service offers and won’t conceal or omit information.
2.
Accountability.
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.
3.
Fairness.
You will commit to using fair, clear and unambiguous language when providing comparisons with other products or organisations.
4.
Honesty.
You will ensure you make specific statements about your organisation’s sustainability efforts and that your actions match those promises.
Certified Signatories.
Here are just some of the growing number of businesses, trade associations and professional and educational institutions that have joined us and made a public commitment to uphold responsible marketing practices.
How it Works.
The following outlines our simple, three-stage process to become a certified Charter signatory. Once completed, and your license fee is paid, you will receive assets to promote your certified status.
Complete the Questionnaire
Start your journey to becoming a certified Anti-Greenwash Charter signatory by completing our marketing practice questionnaire. Next, we will review your responses, before confirming your suitability as a prospective signatory.
Create a Policy
Following a successful review of your questionnaire, we will help you to create your own unbiased Green Claims Policy, detailing your responsible marketing approach to using defined terms and communicating valid claims. Upon approval and publication, you will be confirmed as a certified signatory and provided with a logo to share your verified status across your collateral.
Allow Independent Reviews
Our periodic reviews of your marketing activities will verify ongoing compliance with your Green Claims Policy. Non-compliance may result in your certified signatory status being revoked. We will also remind you to review your policy annually or in the light of legislation changes.
MARKETING PRACTICE QUESTIONNAIRE
Apply to Become a Certified Signatory.
Take the first step towards becoming a certified signatory by paying your assessment fee and completing the following questionnaire about your organisation’s current marketing practices. We will then complete your assessment, before getting in touch with next steps.
If you have observed greenwashing and wish to inform the CMA about your experience, please email them directly here.
Supported By.
Useful Links.
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