A guide to making accurate environmental claims for products, services or an organisation has been published by the environment department (Defra).
It covers: principles of making an environmental claim; ensuring a claim is not misleading; clear and accurate messages; data to support claims; the EU ecolabel; organisations that enforce claims; relevant legislation; and industry specific guidance.
Broadly, green claims should be: relevant to anyone buying or using a product or service; clearly and accurately stated; and justifiable.