Communicate your sustainability with credibility, not risk.

Book a free 30-minute Environmental Claims Review and get a practical first impression of where your claim is strong, where it may need more support, and where wording or context could be improved.
Title

Reviewed against relevant UK expectations, including FCA Anti-Greenwashing Rule, ASA/CAP Code, and UK CMA Green Claims Code

£17.5m

Maximum ASA referred fine 

per breach

40%

of green claims could be misleading, according CMA

2024

FCA anti-greenwashing rule came into force for authorised firms

Since the FCA’s anti-greenwashing rule took effect, the cost of careless claim has changed forever. Environmental claims are under greater scrutiny. Regulators, customers and the media in the UK are asking whether sustainability claims are accurate, specific and properly supported.

Who we are

British Environmental Experts motivated by good cause.

We sit at the intersection of regulation, science and storytelling. Our team reads the same code as the regulators, and the same balance sheet as your CFO,  to make sure the message you put out into the world is one you can defend.

 

We work with founders, marketing leads and compliance teams across consumer, finance and manufacturing. The work is calm, technical and human, and our clients tell us it changes how they think about communication entirely.

The Framework We Use

How we review your environmental claims.

For the free review, we look at one environmental claim of your choice and assess whether it appears accurate, specific, proportionate, properly supported and unlikely to mislead. Where relevant, we consider expectations from the CMA Green Claims Code, ASA/CAP guidance and FCA anti-greenwashing requirements for authorised firms.

01 / Finance

FCA Anti-Greenwashing Rules

For FCA-authorised firms, sustainability-related claims must be fair, clear, not misleading and capable of being substantiated. If this applies to your business, we consider whether your claim has the evidence needed to support it.

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FCA ANTI - GREENWASHING RULE

02 / Advertising

ASA & the CAP 
Code 

Environmental claims in ads and marketing must not mislead. We consider whether the basis of the claim is clear, whether important limits are explained, and whether the wording could give customers the wrong overall impression.

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RULE 11 - ENVIRONMENTAL CLAIMS

03 / Consumer

UK Green Claims 
Code

The CMA Green Claims Code helps businesses understand how to make environmental claims that are truthful, clear, properly evidenced and unlikely to mislead. We use it as a practical reference point when reviewing consumer-facing claims.

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CMA - STATUTORY GUIDANCE 2026

What do we do

Protect your reputation. 
Communicate your green activities with confidence.

Your free review gives you a practical first impression of your environmental claims. If you need further support, we can help you strengthen the evidence, wording and communication behind your wider sustainability messaging.
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01 — 

Claims Review & Risk Mapping

A structured review of your public environmental claims across your website, packaging, ads, pitch decks or product pages, identifying where claims are strong, vague, unsupported or potentially easy to misunderstand.
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02 — 

Evidence & Substantiation Support

Support organising the evidence behind your claims, including carbon data, certifications, methodologies, project information and supporting documentation, so your messaging is better grounded.
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03 — 

Sustainability Messaging & Copy

Writing and refining environmental copy so it is accurate, specific, proportionate and easier for customers, partners and stakeholders to trust.
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04 — 

Genuine Climate Action

We can help your business take genuine climate action in the UK and worldwide. Make your green efforts count.

"When environmental messaging is better supported, marketing, sustainability and leadership teams can communicate progress with less uncertainty and more trust."

How we work

Start with a free review. 
Continue only if you need to.

We give you a practical first impression of one environmental claim, then recommend the next sensible step only if more support is needed. No pressure. No automated funnel. No public judgement.
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01

Submit your claim

Tell us about your business and share environmental claim you would like us to review, along with any relevant webpage, packaging copy, advert, pitch deck or supporting evidence.
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02

Free claims review call

We’ll discuss the claim with you and give a practical first impression of where it may be strong, where it may be risky, and where wording, evidence or context may need improving.
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03

Strengthen the claim

We can help refine the wording, improve the evidence base and make the claim more specific, proportionate and easier to defend as well as support more genuine climate action.
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04

Final review

Once changes are made, we can carry out a final review to check whether the claim is better supported, better communicated and ready to use with more confidence.

This review is intended as practical sustainability communications guidance and does not constitute legal advice

Why now

The cost of getting this wrong has changed.

Environmental claims are no longer just brand language. They are increasingly linked to regulation, customer trust and business risk. The goal is not to say less about sustainability. It is to say what is true, support what you claim, and communicate progress responsibly.

Regulated enforcement

For FCA-authorised firms, the anti-greenwashing rule requires sustainability-related claims to be fair, clear, not misleading and capable of being substantiated.

ASA acting at speed

The ASA continues to scrutinise environmental claims in advertising, especially where claims such as “green”, “sustainable” or “low carbon” could mislead.

CMA fining powers

Under the DMCC Act 2024, the CMA can now fine consumer-facing breaches directly: up to 10% of global turnover.

Consumer scrutiny

63% of UK consumers say they are now sceptical of green claims. A clean record is becoming a brand asset with a real value.

Who is this for?

For businesses making environmental claims on websites, packaging, adverts, pitch decks, ESG pages or product copy. If you use words like “sustainable”, “eco-friendly”,  “net zero” or “low carbon”, this review can help you understand whether your claim is properly supported and ready for scrutiny.

Start here

Book a free 30-minute Environmental Claims Review.

Tell us about your business and one environmental claim you would like us to review. We’ll respond within one working day with a practical first impression of where the claim may be strong, where it may need more support, and whether a fuller review would be useful.

 

✓ 30-minute video or phone call with a senior consultant
✓ First-impression review of one environmental claim of your choice
✓ Practical feedback on evidence, wording, context and potential risk
✓ Indicative scope and pricing for a fuller review, if required
✓ Strict confidentiality, with mutual NDA available on request

Common Questions

Things people ask before they book.

What is an Environmental Claims Confidence Review?

It is a free 30-minute review of one environmental claim your business is currently making or planning to make.We look at the claim from a practical communications and sustainability perspective and help you understand where it may be strong, where it may need more evidence, and where wording or context could be improved. It is designed to give you a useful first impression, not a full legal audit.

What kind of claims can you review?

We can review claims such as:

  • carbon neutral
  • net zero
  • sustainable
  • eco-friendly
  • low carbon
  • climate positive
  • recyclable
  • plastic-free
  • reduced emissions
  • offsetting claims

The claim can appear on your website, packaging, advertising, pitch deck, ESG page, product page or sales materials.

Is the review really free?

Yes. The initial 30-minute review is free. We will review one claim of your choice and give you a practical first impression of where it stands. If we believe a fuller audit, evidence review or wording support would be helpful, we can explain what that could involve, but there is no obligation to continue. The review is useful for any business making environmental or sustainability claims.

Do I need to be a regulated firm?

No. The review is useful for any business making environmental or sustainability claims.

For FCA-authorised firms, we can consider the FCA anti-greenwashing rule where relevant. For other businesses, we focus on broader UK expectations such as the CMA Green Claims Code, ASA/CAP guidance, evidence, wording, context and risk of misunderstanding.

Is this legal advice?

No. This review is practical sustainability communications guidance and does not constitute legal advice. Our role is to help you understand how your environmental claims may be perceived, whether they appear properly supported, and where they may need stronger evidence, context or wording. If legal advice is required, you should speak to a qualified legal professional.

What happens after I submit the form?

We will review the information you provide and respond within one working day.

If the claim is suitable for the free review, we will arrange a 30-minute video or phone call with a senior consultant to discuss our first impression and recommended next steps.

What if my claim needs more work?

If your claim needs stronger evidence, clearer wording or better context, we will explain why.

You can then choose whether to make changes yourself or ask Carbon Neutral Britain for further support. Any paid work is optional and will be clearly scoped before you decide.

Will the review be confidential?

Yes. Your review is private and confidential. We will not publish your claim, name your business or share your results publicly. A mutual NDA can be arranged on request.