21 September 2021
The Code - which is particularly relevant to communications professionals - requires all environmental claims to be truthful, unambiguous, and transparent. It also compels organisations to include all relevant information relating to a claim.
The Code has been developed in response to increasing consumer demand for products and services that protect the environment.
PRCA Climate Misinformation Strategy Group Chair John Brown FPRCA commented:
"In our own recent research we found that over half the British public feel as though they've been misled when it comes to the climate crisis discussion, particular with content on social media.
"So we welcome the news that the CMA is cracking down on greenwashing and baseless sustainability claims.
"It's about time every organisation in the UK moves away from dubious intent and towards positive action and proof. By embracing transparency and ensuring claims are backed by credible verification, brands can work fearlessly to help address one of the biggest challenges facing our world."
The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body.
We represent more than 35,000 PR professionals in 70 countries worldwide. With offices in London, Singapore, Dubai, and Buenos Aires, we are a global advocate for excellence in public relations.
Our mission is to create a more professional, ethical, and prosperous PR industry. We champion - and enforce - professional standards in the UK and overseas through our Professional Charter and Code of Conduct. The Code compels members to adhere to the highest standards of ethical practice.
We deliver exceptional training, authoritative industry data, and global networking and development opportunities. We also manage the International Communications Consultancy Organisation (ICCO), the umbrella body for 41 PR associations and 3,000 agencies across the world, and LG Comms – the UK’s national body for authorities raising standards of local government communication.