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PHD welcomes new Green Claims Code

International print and packaging marketing specialist PHD Marketing has praised the introduction of the government’s new Green Claims Code, saying that it could become a “springboard for change”.

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Joanna Stephenson, managing director at PHD, says the new code will ensure clarity

Published by the government’s Competition and Markets Authority (CMA), the document aims to tackle the issue of greenwashing by applying six key principles that all sustainability claims must adhere to. 

The changes, which cover on-pack, off-pack and digital communications, include how all sustainability claims must be truthful and accurate, clear and unambiguous, and must not omit or hide important relevant information.

These claims must also make comparisons fair and meaningful, consider the full life cycle of the product or service, and be substantiated.

Joanna Stephenson, managing director at PHD, comments: “Across the retail industry, we’ve seen sustainability take centre stage even in the tough Covid-19 market conditions and naturally, the topic of packaging dominates a lot of this discussion. 

“With greenwashing and misleading claims, the umbrella term of ‘sustainability’ has lost any edge or marketing punch – it’s just white noise to consumers now. Shoppers want more information and are prepared to dig deeper to understand the true nature and credentials of a product.  

“Sustainable thinking is always at its best when brands view it as an opportunity to ‘do good’, not an obligation or box ticking exercise.

“This guidance ensures clarity for all and should drive a new standard in sustainability communications, which brands and retailers, along with their supply chain partners, should welcome.” 

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