test
• Correct and capable of being substantiated.
Claims should be factually correct, with statements being accurate rather than exaggerated. The guidance highlights the importance of firms obtaining evidence to support sustainability claims that they make. This evidence must be robust and credible and should be reviewed during the time that the claim is being communicated to ensure it remains relevant.
• Clear and presented in a way that can be understood.
Claims should be straightforward, with firms ensuring that all terms used are capable of being understood by the intended audience. Care must also be taken with the visual representation of the sustainability claim to ensure that images and colours do not give the incorrect impression.
• Complete – they should not omit or hide important information and should consider the full life cycle of the product or service.
Claims should not miss out important information that might have a negative impact on a consumer’s view of a product or service. Claims should be balanced and avoid only showing the positive sustainability attributes in order to mask negative ones. The overall picture created by the claim should be a representative one.
• Comparisons to other products or services are fair and meaningful.
If comparisons are made with other products or services, it should be clear what and how a comparison is being made without being misleading. Evidence will be required to substantiate these comparisons.
