The UK's Competition & Markets Authority just dropped its Green Claims Code, and it's about time.
The UK's Competition & Markets Authority (CMA) just dropped its Green Claims Code. A proper crackdown on environmental and sustainability claims that tells brands exactly what they need to prove before they can claim "natural" credentials. Days later, the Advertising Standards Authority (ASA) announced its own investigations, followed by new guidance from the Committee of Advertising Practice (CAP).
About time.
What is greenwashing?
Greenwashing is when brands use vague, unsubstantiated green claims to sell products. Calling something natural when 95% of it isn't. Designing packaging to look like it has official certifications when it doesn't. Relying on customers not having time to check the fine print.
A recent international study found that 40% of green claims made online could be misleading. Nearly half.
Here's why it matters: your skin is your body's largest organ. What you put on it gets absorbed. If you've chosen natural or organic skincare for health reasons, you deserve to actually get what you're paying for. The only way to be sure? Look for proper certifications from trusted bodies like COSMOS, the Vegan Society, and Cruelty Free International. Real audits. Real standards. Not marketing language designed to mislead.
The CMA's new Green Claims Code sets out six requirements for environmental claims. They're refreshingly straightforward.
The six rules brands must follow
1. Be truthful and accurate. No exceptions. If you say it, prove it.
2. Be clear and unambiguous. What a customer thinks you're claiming is what counts. Not what your lawyers say you technically meant.
3. Don't hide important information. Can't claim eco-friendly if you're only talking about the packaging while the product inside is full of petrochemicals.
4. Make fair comparisons. Compare like with like. A face oil can't claim to be greener than a face cream just because oil doesn't need preservatives.
5. Consider the full lifecycle. From ingredient sourcing to what happens when it goes down the drain.
6. Back it up with evidence. Robust, credible, current evidence. Not a study from 1987 or your marketing team's opinion.
How we already meet these standards
We're independently certified by COSMOS (Soil Association), Cruelty Free International, and The Vegan Society. That means annual audits, surprise inspections, and mountains of paperwork to prove we're doing what we say we're doing.
Not self-certified. Not "inspired by" organic standards. Actually certified.
COSMOS Organic certification
When you see the Soil Association logo on our products, it means they're 100% natural and at least 70% of ingredients (excluding water) are organically grown. Every organic ingredient is non-GMO, grown without pesticides, and extracted without chemical solvents.
The Soil Association conducts third-party checks and annual inspections. We keep detailed production records and full traceability paperwork. It's a serious commitment.
COSMOS Natural certification
Our natural products meet COSMOS Natural standards. That's 98% natural origin ingredients minimum. The remaining 2% must meet strict green chemistry principles. No endangered plants. No GMOs. No parabens, phthalates, or synthetic fragrances. No controversial chemicals full stop.
The Vegan Society
Independent annual assessment to ensure no animal ingredients anywhere in the process. Not just the final product. The entire supply chain.
Cruelty Free International
Certified under the Leaping Bunny programme. We don't test on animals. We don't source ingredients tested on animals. We don't sell in countries that require animal testing.
If you want to dig deeper into greenwashing and how to spot it, our founder Sarah did an in-depth webinar with Provenance and the CMA. Worth a watch if you've got 45 minutes and strong feelings about brands that fake their eco credentials.
The Green Claims Code is a good start. For brands like us who've been putting in the work for years, it's validation. For brands that have been winging it with creative copywriting, time's up.
Frequently Asked Questions
What is the Green Claims Code and why does it matter for skincare?
The Green Claims Code is consumer protection guidance from the UK's Competition & Markets Authority (CMA) that cracks down on misleading environmental and sustainability claims. It matters for skincare because a recent international analysis found 40% of green claims made online could be misleading, meaning you might not be getting the natural or organic product you think you are.
What are the six key points of the Green Claims Code?
The Code requires that environmental claims are truthful and accurate, clear and unambiguous, don't omit important information, only make fair comparisons, consider the full life cycle of a product, and are backed up by robust, credible evidence. Brands were given just months to ensure compliance before the CMA began its own investigation.
What does greenwashing look like in skincare?
Greenwashing can range from claiming a product is natural or organic when only a small portion of it truly is, to designing packaging and logos that mimic real certifying bodies. Because customers are busy and generally trusting, these tactics can be hard to spot without looking for genuine third-party certifications.
What certifications should I look for to avoid greenwashed skincare products?
Look for kitemarks from trusted, industry-leading bodies. Pai, for example, is independently certified by COSMOS (Soil Association), Cruelty Free International's Leaping Bunny programme, and The Vegan Society, with every part of the business scrutinised and audited annually.
What does Soil Association COSMOS certification actually guarantee?
For certified organic products, it guarantees they are 100% natural, with at least 70% of non-water ingredients organically grown without pesticides, extracted without chemical solvents, and non-GM. For COSMOS Natural certified products, a minimum of 98% of ingredients must be of natural origin, with no synthetic colours, dyes, fragrances, parabens, or phthalates permitted.
