Sustainability messaging is under increasing scrutiny. As expectations from regulators, customers, stakeholders continue to rise, businesses must be able to demonstrate that any environmental claim is accurate, evidence-based and not misleading.
The UK’s Green Claims Code sets out clear principles to help businesses communicate sustainability responsibly. While the guidance itself is straightforward, applying it in practice requires a more structured and considered approach.
In this article we explain what the code means in practice, and what businesses need to get right when making environmental claims within their packaging design.
1.Clarity and accuracy come first
At the most basic level, any green claim must be clear, accurate and easy to understand. Customers should not have to interpret or question what is being communicated.
This means avoiding vague or ambiguous terms unless they can be clearly defined and supported. Claims should be written in a way that is accessible to a general audience, without relying on technical language or assumptions. If a claim is open to multiple interpretations, it risks being misleading, regardless of intent.
For example
✅ Good
This bag contains up to 30% recycled polythene
❌ Bad
This bag contains recycled content
2.Evidence must support every claim
All environmental claims should be backed by credible, up-to-date evidence. This is a fundamental expectation of the Green Claims Code.
Whether referring to recycled content, carbon reduction or material sourcing, businesses must be able to demonstrate how the claim has been measured and verified. Without this supporting evidence, even well-intentioned claims may fail to meet compliance requirements.
Evidence should be readily available if challenged, ensuring transparency and accountability.
In practice, this means having clear systems in place to track and validate material data across the supply chain. At Duo, we evidence recycled content of the packaging products manufactured for our client using ISO14021:2016 certification to evidence recycled content in products. This is a fully traceable system that tracks materials from their original source through to the finished product. This level of traceability provides the transparency needed to support claims with confidence, ensuring they are accurate, verifiable and compliant. You can find out more about this here.
Evidencing a Products Recycled Content – Duo Packaging
3.Claims must reflect the full picture
One of the most common risks is presenting a claim that is technically true, but incomplete.
A claim should either reflect the full lifecycle impact of a product or clearly state which part of the product or process it refers to. Focusing on a single positive attribute while omitting other impacts can create a misleading overall impression.
Equally, claims must not include partially correct statements or conditions that are not clearly explained. Transparency is essential in helping customers make informed decisions.
For example
✅ Good
“Made from 90% recycled paper. Remove the adhesive strip before recycling.”
❌ Bad
“100% green mailing bag.”
The compliant version explains the specific environmental benefit and any important conditions. The non-compliant version makes an unqualified claim that is vague, exaggerated and fails to tell the whole story.
4.General claims require strong justification
Broad terms such as “eco-friendly”, “sustainable” or “green” carry greater scrutiny. To use these responsibly, businesses must be able to demonstrate that the claim applies across the full lifecycle of the product or service, not just one element. This requires a higher level of evidence and a more comprehensive understanding of environmental impact.
Without this, general claims are likely to be seen as vague or unsubstantiated.
5.Conditions, caveats and limitations must be clear
If a claim only applies under certain conditions, these must be clearly stated and easy to understand. For example, if packaging is recyclable but only through specific facilities, this should be communicated clearly. Hiding or downplaying limitations can result in claims being considered misleading.
Where space is limited, additional information should be made accessible through other channels, such as QR codes or websites.
One example of this is our work with Oxfam Ireland, we advised them to introduce a QR code within their branded mailing bags design that when scanned directs donors to AnPost to arrange their collection, alongside clear instructions on the giving process. This helps communicate the important information without overcrowding the packaging design. Read the full Oxfam Case Study here.
6.Avoid exaggeration and unsupported comparisons
Environmental claims must not overstate benefits or imply outcomes that cannot be proven.
This includes avoiding exaggerated language or presenting standard product features as environmental advantages. If a feature is a legal requirement or industry norm, it should not be positioned as a sustainability benefit.
Comparative claims must also be handled carefully. Any comparison should be fair, based on like-for-like criteria, and clearly explained so that it can be understood without ambiguity.
Example of presenting a standard feature as a sustainability benefit:
✅ Good
“This mailing bag is recyclable at participating soft-plastic collection points.”
❌ Bad
“Environmentally friendly because it meets all UK packaging regulations.”
7.Transparency around durability and end-of-life
Clear communication around how a product performs and what happens at end-of-life is a key part of responsible claims.
Information relating to durability, reuse, recyclability or disposal should be accurate, visible and easy for customers to act on. Omitting this information or making it difficult to access can prevent customers from making informed choices.
Building trust through responsible communication
The Green Claims Code is not about restricting communication. It is about ensuring that sustainability claims are credible, transparent and supported by evidence.
To recap:
- Ensure claims are clear, specific and easy to understand
- Back all claims with credible and verifiable evidence
- Reflect the full environmental impact, not selective benefits
- Be transparent about limitations, conditions and end-of-life outcomes
- Avoid exaggeration, assumptions or unclear comparisons
Businesses that take a proactive approach to the Green Claims Code will be better positioned to reduce compliance risk, strengthen customer trust and demonstrate genuine environmental commitment. At Duo, we help brands develop packaging solutions that are supported by clear material data, traceability and evidence-based sustainability claims, giving businesses confidence that their packaging performs both operationally and compliantly. To find out how we can support your packaging strategy, get in touch with our team on +44 (0)161 203 5767 or email [email protected]