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February 15, 2011

Free guide helps firms communicate “green marketing claims”

Firms that offer green products can find out how to communicate their credentials to customers and avoid making misleading claims, following the publication of an online guide by the Department for Environment, Food and Rural Affairs (Defra).

The Green Claims Guidance aims to help firms explain their environmental credentials in a way that customers understand, strengthen their reputation and increase their appeal to customers and business partners.

The guide outlines the main principles for business owners to make a solid environmental claim about their firm, and a checklist to make sure they cover the key elements, such as whether the claim is clear and can be backed up. It also gives examples of good and poor practice. Also included is a directory of green schemes and standards that firms can apply for.

Announcing the launch of the guide, environment minister Lord Henley said: “Sales of ‘green’ goods contribute billions of pounds towards the economy while helping to reduce our impact on the environment.

“Our guide will make things easier for both business and consumer – helping to restore public faith in environmental advertising and acting as a resource for companies developing more sustainable products,” he added.

  • To download the Green Claims Guidance, visit the Defra website
  • For more information on marketing your green credentials, visit the Marketing Donut blog post, ‘How do you market your green credentials?’