Green Claims Advisory & Compliance

For both intended or existing claims, Anthesis develops a risk assessment methodology tailored to your organisation and provides a review of explicit or implicit claims at the product, packaging, service, and company level. We evaluate these claims against regulations both broadly and in specific jurisdictions, including the EU’s ECGT, the UK CMA Green Claims Code, Canada’s amended Competition Act, and the US FTC Green Guides.

We provide an assessment of each claim against best practice guidance for claim wording, positioning, substantiation and impression created. Through the evaluation, we identify risk levels for each claim and define the evidence that is required to support them.

Anthesis helps organisations build credible, defensible green claims by developing a claims policy framework and the governance needed to apply it consistently across teams. We guide you in classifying claims, defining the evidence required to substantiate them, and strengthening internal processes so sustainability communications are clear, compliant, and aligned with evolving expectations.

Anthesis helps organisations align sustainability claims with what customers actually value by delivering targeted qualitative and quantitative consumer insights. We identify which sustainability attributes are most relevant and influential in purchase decisions, translating those insights into a clear set of priority attributes that can guide which claims to lead with and where to focus substantiation efforts.

To ensure claims are material to products and customers, we work with organisations to define the right sustainability attributes, establish clear criteria for evaluating them, and connect those attributes to the claims and topics that will have the most impact on the target audience.

We support this work by creating a practical mapping and scoring framework for prioritising claims based on sustainability benefits and consumer insights on purchase-driving attributes, and pinpointing the evidence and certifications needed to support them.

To track how products perform against predefined KPIs, we help develop a product scorecard system to inform green claims. First, we establish the data requirements for a tailored product claims database to centralise claims and respective evidence. We then develop qualitative and quantitative KPIs and thresholds for the priority sustainability attributes, resulting in a tool that enables existing products to be scored and new products and product changes to be evaluated.

This provides quantitative insights to evaluate products against the sustainable product policy and collect evidence needed to substantiate claims.

Third-party certifications can be a valuable tool to substantiate the prioritised sustainability attributes. However, there is no universal rubric for what makes a certification “trusted”, so evaluation and selection of credible certifications is crucial. Additionally, the EU’s ECGT directive outlines new requirements on acceptable certifications.

Anthesis evaluates and documents the strengths and weaknesses of each potential certification so that a binary “yes/no” decision can be made on whether to include the certification. Our review ensures only credible and relevant certifications and standards are used. We examine certification relevance, credibility, requirements, and transparency, and provide a summary of certification benchmarking.

Where claims relate to quantifying or comparing environmental performance, we also assess whether a life cycle assessment (LCA) is needed to provide the underlying evidence base. If LCA is needed, we can advise on the LCA approach needed to substantiate the claim, and our LCA team can conduct the LCA.

We develop and facilitate tailored internal education for all relevant stakeholder teams to be trained on greenwashing risks, green claims best practices, and company green claims governance across functions. We also provide a quick-reference playbook to build confidence in the claims process.

With substantiated green claims and an effective governance framework in place, we work with clients to maximise the storytelling value of claims with risk-informed sustainability messaging and marketing assets.

Anthesis can integrate green claims as a connected component to broader marketing, aligning sustainability claims with brand voice and strategy. Organisations that lift language directly from their sustainability reports into product packaging, campaigns, or brand messaging may be taking on green claims risk without realising it.

We can craft sustainability messaging that is both credible and creative, increasing audience engagement and impact. The result is sustainability communications that earn trust, stand up to scrutiny, and drive meaningful engagement with your audience.