Established in 2022, The Anti-Greenwash Charter supports organisations committed to transparent and authentic sustainability communications. Through a structured process—including an in-depth initial assessment, the development of a Green Claims Policy with guidance and training, and reviews to ensure ongoing adherence to the Charter’s standards—signatories gain enhanced credibility, reduced reputational and legal risks, and recognition for their commitment to responsible marketing and communications practice.

Greenwashing erodes consumer trust and obstructs genuine sustainability progress by creating confusion and scepticism. The Charter aims to combat greenwashing by fostering authentic communications, enhancing corporate credibility, and ensuring all claims are verifiable and transparent.

As a signatory, organisations develop a Green Claims Policy, undergo periodic reviews of campaigns and materials, and uphold the Charter’s standards of transparency, accountability, fairness, and honesty. They receive guidance to ensure their sustainability claims are accurate and well-substantiated.

Yes, there is a one-time assessment fee to join and an ongoing annual licence fee. The fees are based on the organisation’s global revenue. For more information, please visit our fees page.

Compliance is assured through periodic reviews of a Green Claims Policy’s implementation, by a third-party. Evidence and campaign materials are assessed to ensure they adhere to your organisation’s policy, and reports are published to maintain transparency.

The Charter sets the framework for making sustainability claims responsibly but does not directly verify individual claims made by signatories. It promotes best practices to ensure claims are transparent, contextually considered, and supported by credible evidence.

No. While the Charter’s standards are designed to complement regulations and influenced by some of them, signatories remain responsible for complying with all relevant legal and industry standards within their jurisdiction.

The Anti-Greenwash Charter focuses on transparent and trustworthy sustainability communications, while B Corp verification assesses a company’s overall social and environmental performance. Both can complement each other for a holistic commitment to sustainability.

The Charter is open to all organisations committed to honest and transparent sustainability communications. However, an initial assessment is conducted to disqualify any organisations with a history of misinformation or misleading environmental claims.

A Green Claims Policy is a set of guidelines for an organisation’s sustainability communications, ensuring all claims are clear, accurate, and backed by credible evidence. It provides a foundation for transparent and authentic marketing and communications.

Conducted by a third-party, a Campaign Review examines a specific campaign’s adherence to a signatory’s Green Claims Policy. This process includes ensuring claims are evidenced and verified, reviewing the transparency of the communication strategy, assessing staff training on anti-greenwashing practices, and evaluating the use of language, visuals, and data for clarity and accuracy.

If you believe a signatory is greenwashing, first raise your concern directly with them by following the steps outlined in their Green Claims Policy. If the issue remains unresolved, you can use the Charter’s investigation function to escalate the concern. Should an investigation uphold the claim, the Charter may take action, including the possible revocation of the signatory’s status. The Charter does not assume liability for claims made by its signatories.