According to an EU study in 2014, more than half of UK consumers
take environmental considerations into account when buying
products, meaning that they are heavily influenced by environmental
claims.
Environmental claims suggest that a product, service, brand or
business is better for the environment. They include claims that
suggest or create the impression that a product or a service has a
positive environmental impact or no impact on the environment; is
less damaging to the environment than a previous version of the
same good or service; or is less damaging to the environment than
competing goods or services.
Misleading environmental claims occur where a business makes
claims about its products, services, brands or its operations as a
whole, or omits or hides information, to give the impression they
are less harmful or more beneficial to the environment than they
really are. Terms like 'green', 'sustainable' or
'eco-friendly,' especially if used without
