About Anti-Greenwashing Regulations Pathway

Greenwashing is a major concern for governments and advertising regulators globally, leading to widespread legal action against misleading environmental claims. This pathway explores why environmental claims are a regulatory concern, how green advertising claims are regulated, and the risks associated with non-compliance. It also delves into practical tips for businesses to avoid greenwashing and adhere to legal and regulatory standards, covering topics like technical terms, vague claims, substantiation, offsetting, and the use of symbols and imagery. The pathway also examines key EU directives aimed at stamping out greenwashing and enhancing consumer protection, including the Empowering Consumers Directive and the Green Claims Directive, which will impact how traders interact with consumers and substantiate environmental claims.

In this pathway

Pathway experts

Stuart Helmer

Stuart Helmer, UK Head of Advertising and Marketing at CMS in London, has 20 years of experience in advertising compliance and disputes. He advises businesses on making advertising claims, including environmental claims, in compliance with English law and regulation. He leads multinational teams advising on these issues throughout Europe and beyond. Stuart also advises on advertising disputes, regulatory enquiries, and dealing with competitors with unfair or misleading advertising.