THE PROCESS

How it Works

Joining the Charter is a structured, collaborative journey that supports your organisation every step of the way. From initial assessment to ongoing reviews, our expert guidance helps you build confidence in your sustainability communications.

STEP ONE

Application & Assessment

The journey begins with a simple application, where you provide an overview of your organisation’s marketing and communication practices, as well as your approach to sustainability claims.

For UK-based organisations, our assessment includes:

  • Regulatory History Check: We review your track record with key bodies such as the Advertising Standards Authority (ASA), Competition and Markets Authority (CMA), and Financial Conduct Authority (FCA) to confirm no upheld cases of misleading claims within the past five years.
  • Media Coverage Review: We conduct independent research to identify any potential instances of greenwashing in publicly available materials or media coverage.
  • Practice Analysis: We assess your communication practices and existing green claims to establish a foundation for improvement.

For international applicants, the process is adapted to align with your region’s regulatory context, ensuring a fair and thorough evaluation. Organisations with a commitment to responsible communication will move forward to the development phase.

STEP TWO

Development & Approval

Upon approval, you’ll enter the development phase, designed to strengthen your organisation’s sustainability communications and align them with the Charter’s standards.

This phase can include:

  • Materials Review (Optional): We can evaluate your existing communications, providing detailed feedback and actionable recommendations to address any gaps or risks.
  • Tailored Training (Optional): Your team can receive anti-greenwash training to build their understanding of best practices, ensuring clarity, accuracy, and accountability in sustainability claims.
  • Green Claims Policy (GCP) Creation: With our expert guidance, you’ll create and finalise a bespoke Green Claims Policy. This policy will establish:
    • Governance: Robust systems for ensuring transparency and accountability.
    • Defined Terms: Clear, standardised language to avoid misrepresentation or ambiguity.
    • Substantiated Claims: Evidence-backed statements that reflect the full lifecycle impact of your products or services.

This phase typically takes up to six months. Once your GCP is published, your organisation will achieve verified signatory status. As a recognised signatory, you’ll have the right to display The Anti-Greenwash Charter logo on your materials, and we’ll promote your achievement through our own channels to enhance your credibility.

STEP THREE

Campaign Reviews & Support

As a signatory, maintaining your verified status involves regular reviews to ensure your communications remain aligned with your Green Claims Policy and the Charter’s standards.

Spot Checks: Periodic reviews focus on specific campaigns, assessing materials, strategies, and claims for compliance with your policy. Evidence such as campaign assets, policies, or records substantiating environmental claims will be reviewed.

  • If any concerns arise, we may conduct additional reviews to assess broader compliance across your campaigns.

Review Outcomes: Each campaign review concludes with one of the following outcomes:

  • Compliant: The campaign fully aligns with your GCP and demonstrates best practices.
  • Compliant with Recommendations: Minor improvements are suggested for future campaigns to enhance compliance.
  • Non-Compliant: Issues are identified that require immediate corrective action to maintain signatory status.

Non-compliance must be resolved promptly. Repeated issues could result in suspension or revocation of your status, ensuring the integrity of the Charter.

In addition to scheduled spot checks, we investigate any external concerns raised about your campaigns. Our team remains available to provide ongoing support, helping your organisation navigate challenges and maintain adherence to the Charter’s evolving standards.