Case Study: Strengthening Accountability in Timber Industry Claims.
Organisation: TDUK
Sector: UK Timber
Signatory since: 2022
👉 Green Claims Policy
About Timber Development UK
Timber Development UK (TDUK) is the UK’s largest trade association for the timber industry, representing the full supply chain—from sawmills to architects and contractors. TDUK’s mission is to promote responsible sourcing, sustainability, and technical best practices in the use of timber across construction.
For over a decade, the organisation has led initiatives like the Responsible Purchasing Program, ensuring members source timber sustainably through certification schemes such as FSC, PEFC, Grown in Britain and FLEGT. More recently, TDUK has expanded its focus to carbon accountability and circular economy principles, ensuring that timber products are responsibly sourced, used efficiently, and can be repurposed at end-of-life.
Why Join The Anti-Greenwash Charter?
As the conversation around sustainability in construction grew, so did concerns about misleading claims.
Charlie Law, Sustainability Director at TDUK, saw firsthand how competitive materials in the construction sector were making unverified claims about sustainability. At the same time, some timber-related claims—both from within and outside TDUK’s membership—lacked proper evidence.
“We wanted to ensure that any claims we made were backed by robust data and a structured process,” says Charlie.
“Joining The Anti-Greenwash Charter gave us a framework to ensure we were always above board in our communications.”
Experience as a Signatory
As one of the early signatories of The Anti-Greenwash Charter, TDUK had already embedded responsible communication practices into its work. However, renewing their signatory status in 2025 brought valuable refinements.
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Formalised The Green Claims Policy
- Strengthened internal processes for verifying sustainability claims
- Ensured all external communications were reviewed for accuracy and evidence
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Staff Training on Sustainability Communications
- Introduced dedicated training on the Green Claims Code
- Ensured all team members could verify and reference sustainability claims correctly
- Increased internal oversight, with specialists reviewing claims before publication
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Enhanced Confidence in Public Messaging
- Reinforced TDUK’s reputation as a trusted, third-party-verified source of sustainability information
- Gave the organisation more confidence in challenging unsupported industry claims
The Impact
Although TDUK was already well-established as a trusted voice in the timber industry, being a signatory of the Charter further solidified its reputation.
“Joining the Charter has given our own team greater confidence in what we say,” Charlie explains.
“It reassures both us and our members that everything we put out is fully evidenced and responsible.”
From an industry perspective, responsible sourcing and embodied carbon reporting remain the biggest greenwashing challenges. Misinformation around timber certification and carbon neutrality is a key issue, and TDUK’s involvement in the Charter ensures it remains at the forefront of tackling these issues.
Looking Ahead
Charlie sees the Charter as an essential tool for helping the construction industry clean up its sustainability messaging.
“The biggest challenge ahead is ensuring that carbon reporting is done accurately and that businesses understand what they can—and can’t—claim,” he says.
“We need more industry-wide awareness of The Anti-Greenwash Charter to help drive better practices.”
TDUK is keen to support further education and collaboration, ensuring timber remains at the heart of a responsible, evidence-driven approach to construction sustainability.
Advice to Others
For businesses considering joining The Anti-Greenwash Charter, Charlie has a clear message:
“Absolutely go for it. It provides a structured framework to help ensure your green claims are solid and backed by credible evidence. Any organisation making sustainability claims should be part of it.”
Ready to Strengthen Your Commitment to Responsible Communications?
Join The Anti-Greenwash Charter and position your organisation as a leader in responsible, transparent communications. Take the next step today and start your journey toward greater accountability and trust.