FAQS
The Anti-Greenwash
Charter Explained
Here are our 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.
General Information
These questions provide an overview of The Anti-Greenwash Charter, including its purpose, importance, and definitions related to greenwashing.
KEY QUESTIONS
What is greenwashing?
Greenwashing involves making false, misleading, or unsubstantiated claims about the environmental benefits of a product, service, or organisation, creating a perception that doesn’t match the actual impact.
What is The Anti-Greenwash Charter?
The Anti-Greenwash Charter is a framework promoting responsible communications. It emphasises transparency, accountability, fairness, and honesty, ensuring signatories’ sustainability efforts are genuine and combat greenwashing.
Why is it important?
Greenwashing undermines public trust and dilutes genuine sustainability efforts. The Charter combats this by setting clear standards, fostering real progress, and enhancing corporate credibility.
What does being a signatory involve?
Signatories adopt a Green Claims Policy, undergo independent practice verification, and uphold the Charter’s standards of transparency, accountability, fairness, and honesty.
Is there a fee to join the Charter?
Yes, there is a one-time assessment fee of £180 and an annual licence fee based on the organisation’s size. For details, visit our fees page.
Commitments and Compliance
These questions outline the commitments signatories must adhere to and explain the verification process for compliance.
KEY QUESTIONS
What are the main commitments required by the Charter?
Signatories must provide transparent information, substantiate claims with credible evidence, regularly review practices, and avoid misleading statements.
How is compliance assured?
Compliance is assured through self-assessment, Green Claims Policy audits, and public reporting. Evidence is reviewed by independent auditors for accuracy and transparency.
Does the Charter support verification of claims?
No, the Charter sets guidelines for claim verification through audits and transparent reporting but does not directly verify claims.
Does being a Charter signatory ensure compliance with regulation?
No, signatories must still adhere to all relevant laws and standards despite being part of the Charter.
Benefits and Participation
These questions explain the benefits for companies signing the Charter and detail the participation requirements.
KEY QUESTIONS
What benefits do organisations gain by signing the Charter?
Organisations demonstrate genuine sustainability commitment, enhancing reputation, attracting environmentally conscious customers, and building stakeholder trust.
How does it differ from B Corp certification?
The Anti-Greenwash Charter focuses on avoiding misleading environmental claims, while B Corp certification evaluates overall social and environmental performance. Both can be pursued for comprehensive commitment to sustainability.
Who can sign the Charter?
The Charter is open to all organisations, regardless of size or industry, committed to honest and transparent communications.
What does being a signatory involve?
Signatories adhere to the Charter’s standards, regularly review practices, provide transparent information, and undergo third-party audits for compliance with their Green Claims Policy.
What is a Green Claims Policy?
A Green Claims Policy ensures environmental claims are clear, accurate, and substantiated by credible evidence, covering guidelines for responsible communication.
Accountability
These questions cover what happens if a signatory fails to comply and how to report suspected greenwashing.
KEY QUESTIONS
What happens if a signatory fails to comply?
Non-compliance can result in sanctions, including loss of signatory status. The Charter emphasises support, offering guidance and resources for improvement.
What can you do if you think a signatory is greenwashing?
Contact the signatory directly following their Green Claims Policy. If unresolved, use our investigation function. The Charter does not assume liability for claims made by signatories.