Decoding the Green Claims Code: How to Avoid Greenwashing in Your Packaging

In today’s market, sustainability is no longer a differentiator – it’s an expectation. For businesses operating within the packaging and print industry, the pressure to demonstrate environmental responsibility is higher than ever. However, as consumer demand for sustainable products grows, so too does the risk of greenwashing – making misleading or exaggerated environmental claims that can damage both brand reputation and consumer trust.

To address this, the UK’s Competition and Markets Authority (CMA) introduced the Green Claims Code, a set of guidelines designed to ensure businesses make fair, transparent, and evidence-based environmental claims. For companies in the packaging and print sector, understanding and applying this code is critical to maintaining credibility in an increasingly sustainability-conscious marketplace.

What is the Green Claims Code?

The Green Claims Code provides six key principles to ensure environmental messaging is accurate, clear, and not misleading. These principles emphasise that claims must be:

• Truthful and accurate
• Clear and unambiguous
• Substantiated with credible evidence
• Fair and meaningful compared with other products or services
• Consider the full lifecycle of the product
• Presented in a way that does not omit or hide important information

Why It Matters for Packaging and Print

Packaging plays a frontline role in communicating a brand’s sustainability story. Terms such as “eco-friendly,” “biodegradable,” or “100% recyclable” are common but can easily fall into the greenwashing trap if they are vague, unqualified, or unproven. For example:

• Claiming packaging is recyclable, when only certain components are, can mislead consumers.
• Using generic sustainability icons without explanation can create confusion.
• Highlighting a single green attribute while ignoring negative environmental impacts elsewhere in the product lifecycle risks misrepresentation.

With regulators taking a tougher stance on false claims, non-compliance with the Green Claims Code not only jeopardises consumer trust but could also result in legal and financial repercussions.

Best Practices to Stay Compliant

To avoid greenwashing, businesses in the packaging and print industry should:

1. Invest in credible certifications – Use recognised third-party certifications (e.g., FSC, PEFC, or relevant recycling standards) to substantiate claims.
2. Be precise in language – Avoid vague terms and provide context (e.g., “This packaging is recyclable in 80% of UK kerbside collections”).
3. Consider the full lifecycle – Ensure claims take into account sourcing, production, distribution, and end-of-life disposal.
4. Train marketing and design teams – Equip staff with knowledge of the Green Claims Code to prevent inadvertent non-compliance.
5. Audit and review regularly – Regularly review packaging claims to ensure ongoing compliance as materials, regulations, and recycling infrastructures evolve.

Building Trust Through Transparency

Consumers increasingly value honesty and accountability. By adopting the Green Claims Code, businesses not only reduce the risk of regulatory action but also strengthen consumer loyalty and brand reputation. In the packaging and print sector, where sustainability claims are often the first message a consumer sees, clear and compliant communication is essential.

At Athena Executive Search, we understand the unique challenges faced by leaders in the packaging and print industry. As the sector evolves, the demand for forward-thinking professionals who can balance innovation, compliance, and sustainability will continue to grow. By embedding the Green Claims Code into business practices, companies can confidently communicate their green credentials while building trust and competitive advantage.

Are you looking to strengthen your leadership team with experts who can navigate the complexities of sustainability and compliance in packaging and print? Get in touch with Athena Executive Search today to find the talent who will help shape a greener, more transparent future for your business.

Email: enquiries@athena-executive.com