United Kingdom
UK green claims and packaging: ASA scrutiny after Brexit
The UK Green Claims Code and ASA rulings keep pressure on recycled and net-zero wording.
UK marketers still face the Competition and Markets Authority Green Claims Code: claims must be truthful, clear, and substantiated. The Advertising Standards Authority has repeatedly questioned “recycled” messaging that implies a product is fully recycled when only a portion is.
Buyer takeaway Ask for recycled % and scheme (GRS/RCS). “Contains recycled content” without a number is weak in both UK and EU contexts.
ukasagreen-claims