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ARTICLE · 07 JULY 2026

ASA Sharpens Its Focus On Green Advertising

Lewis Silkin
Lewis Silkin
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Lewis Silkin

Lewis Silkin

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The Advertising Standards Authority has intensified its scrutiny of environmental claims in advertising, raising the stakes for brands making sustainability assertions. This development signals a stricter regulatory environment where green marketing messages face heightened examination and potential challenge. Companies must now navigate more rigorous standards when communicating their environmental credentials to consumers.

United KingdomMedia, Telecoms, IT, Entertainment
Brinsley Dresden
Brinsley Dresden
Helen Hart
Helen Hart
Geraint Lloyd-Taylor
Geraint Lloyd-Taylor
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The last week of June saw London Climate Action Week, and the Advertising Standards Authority (ASA) published a "pulse" study examining over seven million online ads. It has also published several rulings on green claims across multiple sectors.

Pulse study

The ASA's pulse study, conducted using its Active Ad Monitoring system and AI-assisted analysis, examined ads served via Google search and website display advertising. The headline finding is that environmental claims remain relatively uncommon, appearing in only around 1% of the ads analysed. However, where such claims do appear, they are overwhelmingly framed in broad or absolute terms, e.g. words like "eco-friendly", "sustainable", or "carbon-neutral". Roughly three-quarters of the environmental claims identified were classified as absolute claims. 

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