As of April 2025, the UK Digital Markets, Competition and Consumers Act 2024 (DMCC) has come into force, enhancing consumer protection against unfair trading.
One of the priorities under the new legislation is to tackle the rise of unsubstantiated and exaggerated environmental claims in marketing, known as greenwashing. Under the new DMCC Act, the Competition and Markets Authority (CMA) have now been given greater enforcement powers, allowing them to impose fines on UK businesses for deceptive marketing practices, with a focus on greenwashing.
To support members in navigating this, we have refined and republished our 2023 greenwashing guidance, which can be downloaded below.
