The DMCC Act & Green Claims: What you need to know
The Digital Markets, Competition and Consumers (DMCC) Act 2024 is a game-changer for anyone in the business of promoting, selling, or delivering products and services—so pretty much any business!
From April 2025, this new UK law gives the Competition and Markets Authority (CMA) the power to directly fine businesses for misleading environmental claims, without going to court. The fines? Up to 10% of global turnover!
And yes, this applies to you if your website, decks, packaging, or even branded signage says things like: ✔️ “Sustainable product” ✔️ “Carbon neutral” ✔️ “Eco-friendly”
If it’s not fully substantiated, you’re at risk.
🧩 What Does the DMCC Act Mean for You?
1. No More Vague Eco Claims
Using terms like "green," "eco-conscious," or "sustainable" without data or context could now trigger enforcement. It's not enough to say your product is “low-impact” — you’ll need to prove it.
Example: Hosting a hybrid event might reduce travel, but if your materials, catering, or waste handling aren’t considered, it’s not a full picture.
2. Your Supply Chain Is Now Your Responsibility
If you claim you use sustainable suppliers, ethical merchandise, or carbon-neutral providers, you must ensure those partners can back those claims with robust data and transparent certification.
Tip: Don’t take suppliers' word for it. Request documentation, third-party certifications, or carbon reports.
3. Greenwashing Can Now Cost You Big
If you produce branded content, marketing materials, or campaigns with unsupported green claims—for you or on behalf of clients—you could face fines, CMA notices, or reputational harm.
4. The Green Claims Code Is Your New Rulebook
Your environmental messaging must now comply with six key principles:
Be truthful and accurate
Be clear and unambiguous
Don’t omit key information
Make fair and meaningful comparisons
Consider the full lifecycle
Be evidenced and provable
✅ Key Takeaways for Professionals
🔍 Audit your language – Review all environmental claims in decks, proposals, websites, and branding.
📁 Gather your evidence – Only make sustainability claims you can back up with data, certifications, or lifecycle assessments.
🎤 Train your team – Ensure marketers, project managers, and freelancers understand what’s now legally risky.
🤝 Vet your suppliers – Ask for transparency from your supply chain.
💡 Shift from claims to impact – Rather than saying “eco-friendly,” talk transparently about what steps were taken, where the limits are, and what’s next. You could say "find out more about our approach to sustainability here" with a link to your website or strategy.
🤐 Don't let this put you off though - If you're taking positive steps towards reducing your environmental impact then still talk about them. As long as you're not making bold claims you can't back up, then collaborating and sharing success stories should still be a focus for you. #GreenHushing is a real problem so don't let it stop you.
✨ Final Word
The DMCC Act isn’t just about avoiding fines—it’s about building credibility in a market that’s growing more conscious by the day. Clients, audiences, and stakeholders expect action, not slogans.
For businesses who get this right, it’s a powerful differentiator. For those who don’t? It’s a legal and reputational time bomb.
Let’s lead the way with honesty, transparency, and real action.
💬 Let’s talk: Are you reviewing your sustainability messaging for 2025? Have you run into grey areas with your green claims? I’d love to hear your thoughts.