Featured Pathways

More pathways

The Science of Climate Change

Climate change is no longer a distant threat or just a possibility, it is now a reality for all of us. In this pathway, Kevin Trenberth, a renowned climatologist, delves into the science behind climate change. He first introduces the climate system, its main components and forces.

Tackling the Plastic Crisis

Plastic pollution is by far the biggest threat to our oceans and this remains an incredibly tough problem to solve. Plastic credits could potentially serve as one of the much needed solutions for this crisis.

More pathways

Book a demo

Ready to get started?

Our Platform

Expert led content

+1,000 expert presented, on-demand video modules

Learning analytics

Keep track of learning progress with our comprehensive data

Interactive learning

Engage with our video hotspots and knowledge check-ins

Testing & certification

Gain CPD / CPE credits and professional certification

Managed learning

Build, scale and manage your organisation’s learning

Integrations

Connect Sustainability Unlocked to your current platform

Featured Content

More featured content

The Scale of the Net Zero Challenge

The price of meeting net zero is estimated to be between $100-150 trillion over the next 30 years. Regardless of this cost, we need to reach net zero before climate change does irreversible damage to the environment and the economy.

ESG, Sustainability and Impact Jargon Buster

ESG, sustainability, impact… they all just mean green, right? Not quite. Despite being used often interchangeably, there are distinct differences between these terms.

More featured content

Book a demo

Ready to get started?

Featured Pathways

More pathways

The Science of Climate Change

Climate change is no longer a distant threat or just a possibility, it is now a reality for all of us. In this pathway, Kevin Trenberth, a renowned climatologist, delves into the science behind climate change. He first introduces the climate system, its main components and forces.

Tackling the Plastic Crisis

Plastic pollution is by far the biggest threat to our oceans and this remains an incredibly tough problem to solve. Plastic credits could potentially serve as one of the much needed solutions for this crisis.

More pathways

Book a demo

Ready to get started?

Our Platform

Expert led content

+1,000 expert presented, on-demand video modules

Learning analytics

Keep track of learning progress with our comprehensive data

Interactive learning

Engage with our video hotspots and knowledge check-ins

Testing & certification

Gain CPD / CPE credits and professional certification

Managed learning

Build, scale and manage your organisation’s learning

Integrations

Connect Sustainability Unlocked to your current platform

Featured Content

More featured content

The Scale of the Net Zero Challenge

The price of meeting net zero is estimated to be between $100-150 trillion over the next 30 years. Regardless of this cost, we need to reach net zero before climate change does irreversible damage to the environment and the economy.

ESG, Sustainability and Impact Jargon Buster

ESG, sustainability, impact… they all just mean green, right? Not quite. Despite being used often interchangeably, there are distinct differences between these terms.

More featured content

Book a demo

Ready to get started?

Book a demo

Ready to get started?

Practical Steps to Avoid Greenwashing

Practical Steps to Avoid Greenwashing

Stuart Helmer

Avoiding greenwashing is tricky but crucial. Join Stuart Helmer as he breaks down common pitfalls and practical tips to help you make legally compliant environmental claims.

Avoiding greenwashing is tricky but crucial. Join Stuart Helmer as he breaks down common pitfalls and practical tips to help you make legally compliant environmental claims.

Subscribe to watch

Access this and all of the content on our platform by signing up for a 7-day free trial.

Practical Steps to Avoid Greenwashing

13 mins 5 secs

Key learning objectives:

  • Understand common pitfalls in green advertising

  • Outline practical steps to avoid greenwashing

  • Outline sector-specific greenwashing regulation

Overview:

Greenwashing is now a major focus for regulators globally. The UK’s Competition and Markets Authority (CMA) continues to investigate misleading environmental claims, and the FCA’s new rule signals increasing scrutiny in financial services. With regulators gaining more enforcement powers, businesses must take green claims seriously at a board level to avoid legal and reputational risks. There are many traps to avoid in green advertising - such as using technical or vague terms, using future-facing claims and misleading symbols. Companies should base claims on evidence, consider consumer perception and implement internal processes. 

Subscribe to watch

Access this and all of the content on our platform by signing up for a 7-day free trial.

Summary
What are common pitfalls in green advertising?  

  • Unclear technical terms: Terms like ‘biodegradable’ and ‘compostable’ have distinct meanings and should be properly explained  
  • Vague claims: Words like ‘sustainable’ or ‘eco-friendly’ may imply an overall positive impact, which is a high bar 
  • Unqualified claims: A claim should clearly state its scope - if only part of a product is recyclable or sustainably sourced, this must be made clear  
  • Consumer actions: If a product’s environmental benefits depend on the consumer taking specific actions (e.g. using a special recycling facility), this should be stated  
  • Future-facing claims: Claims like “carbon neutral by 2030” must be backed by a concrete plan with board-level approval and demonstrated progress  
  • Offsetting concerns: Many carbon offsetting schemes do not deliver the claimed benefits 
  • Lack of substantiation: Environmental claims must be backed by solid evidence, even if obtaining this evidence is costly or time-consuming  
  • Misleading symbols: Businesses should be cautious about using self-created environmental symbols, as they may be perceived as misleading  
  • Green imagery: Ads must be assessed in context - using nature-themed images alongside general claims about responsibility can give a misleading impression  

What practical steps can businesses take to avoid greenwashing?  

  • Base claims on evidence: Instead of deciding what to claim first, businesses should start with the evidence they have and ensure their claims align with it  
  • Consider consumer perception: Advertisers should step back and assess how an average consumer might interpret a claim, ensuring it does not rely on technical knowledge  
  • Implement internal processes: Businesses should establish policies and training programmes to ensure environmental claims are accurate and not misleading. This is particularly important for industries under regulatory scrutiny, such as fashion retail  

What are the key regulations for green claims in financial services?  

The Financial Conduct Authority (FCA) introduced an anti-greenwashing rule requiring FCA-authorised firms to ensure sustainability claims are: consistent with the product’s actual sustainability characteristics and fair, clear, and not misleading. The FCA guidance emphasises four principles: claims must be correct and capable of being substantiated, claims should be clear and easy to understand, claims must be complete and not omit key information, and comparisons should be fair and meaningful.

What are the risks of breaching greenwashing regulations?  

For financial services firms, non-compliance with the FCA’s anti-greenwashing rule can lead to:  
  • Fines, suspensions, or other enforcement actions by the FCA
  • Civil claims or consumer complaints from individuals who relied on misleading sustainability claims
  • Complaints to the Financial Ombudsman Service, potentially leading to compensation payments
  • Legal challenges from competitors or NGOs seeking to ensure a fair and transparent market

What is the future of greenwashing regulation?  

Greenwashing is now a major focus for regulators globally. The UK’s Competition and Markets Authority (CMA) continues to investigate misleading environmental claims, and the FCA’s new rule signals increasing scrutiny in financial services. With regulators gaining more enforcement powers, businesses must take green claims seriously at a board level to avoid legal and reputational risks.  

Subscribe to watch

Access this and all of the content on our platform by signing up for a 7-day free trial.

Stuart Helmer

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.

There are no available Videos from "Stuart Helmer"