Feeding Us Greenwash: An analysis of misleading claims in the food sector

In the UK, summarise the key trends identified through this analysis and present the findings of the YouGov polling that 42% of consumers were more likely to buy a product with a ‘carbon neutral’ label and 29% we commissioned in the UK and Germany. [...] And in spring 2023 the Digital Markets, Competition and Consumer Bill will provide the CMA with powers to oversee digital markets and to impose penalties of up to tens of millions pounds for unsubstantiated and misleading claims.19 In the EU, the European Commission published a proposal for a ‘Directive for empowering consumers for the green transition’ on 30 March 2022.20 The legislation aims to. [...] Box 2.4: Low-methane beef Consumers around the world are increasingly aware of the disproportionate environmental footprint of meat and dairy products, and of the large amount of potent methane emissions associated with the cattle sector in particular. [...] Some 24 | grEEnwashing and food conclusion and rEcommEndations | 25 Feeding Us Greenwash: An analysis of misleading claims in the food sector Feeding Us Greenwash: An analysis of misleading claims in the food sector ‘carbon neutral’ or ‘sustainable’ labels on dairy products in fact referred only to the packaging – and even the This shows the financial consequences of greenwashing. [...] In February 2023, the UK Committee of Advertising Practice and the Broadcast Committee of Advertising Practice updated their advertising guidance to include guidance on the use of carbon-neutral and net-zero claims in advertising, reflecting key principles of the CMA guidance on environmental claims.71 The CMA has recently announced that it will scrutinise green claims around the sales of househol.