The Anti-Greenwash
Charter Explained

The following details responses to some of the key questions asked about the Charter. If you have a question that isn’t answered below, please get in touch.

What is greenwashing?

Greenwashing refers to the false or misleading presentation of environmental credentials to gain an unfair advantage. It involves creating a perception of environmental performance that does not align with the actual environmental impact of a product, service, or organisation.

What is The Anti-Greenwash Charter?

The Anti-Greenwash Charter is a movement dedicated to promoting responsible marketing practices. It emphasises the need for transparency, accountability, fairness, and honesty in marketing. Signatories of the Charter commit to these standards, ensuring their marketing practices are robust and verifiable, thereby combating greenwashing and all other forms of misinformation.

What does being a signatory involve?

A Charter signatory has chosen to adopt and implement a Green Claims Policy, allow independent verification of their marketing practices, and uphold the Charter’s standards of transparency, accountability, fairness and honesty in their marketing.

What is a Green Claims Policy?

A Green Claims Policy is a set of guidelines and processes adopted by Charter signatories to ensure that their marketing practices, particularly regarding environmental or sustainability claims, are responsible, fair, and substantiated. This policy applies to all forms of marketing and advertising and is aligned with The Anti-Greenwash Charter’s standards. The policy covers practices such as clear definition of green terms, authentic visual representation, rigorous editorial processes, adherence to legal requirements, and regular policy reviews to maintain compliance.

Is there a fee to join the Charter?

Membership of the Charter includes a one-time assessment fee of £120, alongside an annual license fee that varies depending on your organisation’s size. For detailed information, please visit our pricing page.

Does the Charter support verification of claims?

While The Anti-Greenwash Charter primarily focuses on verifying the practices and procedures behind your marketing messages rather than the claims themselves, it’s important to acknowledge that independent verification of your organisation’s green claims is crucial for ensuring accuracy and transparency.

We recommend partnering with a specialised third-party service offering a digital solution for independent verification of green claims, aligned with global regulatory standards and sustainability communication strategies. This assists in substantiating claims in a globally recognised manner.

Additionally, collaborating with an educational or research institution, such as a university, can further enhance the credibility of your claims. These institutions can provide a robust and impartial assessment, leveraging their expertise in environmental science and sustainability.

Post-verification, organisations benefit from tools essential for demonstrating third-party validation, facilitating transparent communication to consumers and supporting informed choices. This aligns with the Charter’s emphasis on marketing integrity.

Selecting a third-party service or an educational/research institution that meets your specific needs and adheres to the global principles of The Anti-Greenwash Charter is key for both verifying green claims and ensuring ethical marketing practices.

What can you do if you think a signatory is greenwashing?

We diligently collaborate with signatories to strengthen their practices and ensure robustness. However, we do not individually verify every claim made by our signatories. If you encounter a claim from a signatory that appears to be misleading, we first suggest contacting the signatory directly, adhering to the escalation procedure detailed in their Green Claims Policy. If this does not resolve your concern, we encourage you to utilise our own investigation function. Please be mindful that The Anti-Greenwash Charter does not assume liability for any claims made by signatories.