When is an environmental claim unlawful in UK advertising?

An environmental claim is unlawful when it contains false information, or when its overall presentation is likely to deceive the average consumer about a material characteristic of the product and causes a transactional decision the consumer would not otherwise have taken. Omitting material information a consumer needs to judge the claim, such as whether it covers the whole product life cycle or only part of it, is a misleading omission. The Competition and Markets Authority enforces these rules and, under the Digital Markets, Competition and Consumers Act 2024, can impose penalties of up to 10 per cent of worldwide turnover without going to court.