The Anti-Greenwash Charter

By signing the Anti-Greenwash Charter, your organisation can make a public commitment to uphold the highest standards of communication and help combat the negative impact of greenwashing on the development of the sustainable built environment.

Why sign the Charter?

In recent years, there has been increased recognition of misleading green claims or false information within the construction industry. ‘Greenwashing’ can come in many different forms, from inaccurate sustainability targets to over-optimistic product specifications. The problem is widespread, with research done by the Competition and Marketing Authority finding that up to 40% of green claims made online in 2021 could be misleading.

The construction industry contributes approximately 40% of the UK’s total carbon footprint in 2021, and the rise of greenwashing has without doubt slowed the transition to a truly sustainable built environment. Clients and homeowners alike have, at times, been subjected to poor standards of communication from within the sector and in simple terms, misleading green claims are hindering the dissemination of critical information needed to help us build more sustainably.

This is why a movement championing the use of more responsible messaging is so critical for the sector.

In association with:

So, what if your organisation upholds the highest standards of integrity and clarity when it comes to your marketing and communications? Surely your commitment to sharing information responsibly should be recognised? Well, that is why we’ve partnered with the Alliance for Sustainable Building Products (ASBP) to launch the Anti-Greenwash Charter.

By signing your organisation up to the Charter, you will gain access to free, strategic advice about how to market your products and services responsibly, that reflects the Government’s own guidance as contained in the Competition and Markets Authority’s new Green Claims Code. You will also be declaring publicly to uphold the following standards:



You’ll commit to clear communication of what sustainability benefit your product or service offers and won’t conceal or omit information.



You’ll substantiate your sustainability claims with accurate, and regularly evaluated empirical evidence. You’ll commit to sharing facts, figures and statements that can be checked.



You’ll commit to using fair, clear and unambiguous language when providing comparisons with other products or organisations.



You’ll ensure you make specific statements about your organisation’s sustainability efforts and that your actions match those promises.


Sign the Charter

It’s free to sign the Charter. Once signed, you will be able to download the Charter logo to embed on your website and we will also send you a branded version of your Charter certificate.

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