Green Claims Code Key Rules: What They Are and How to Stay Compliant

In several of our recent articles, we’ve referenced the Green Claims Code: a framework that’s becoming increasingly important across the music, media, and entertainment industries. While the name gives a strong hint at its purpose, many organisations still don’t fully understand what it requires in practice, or how it impacts the way they communicate sustainability.

As pressure grows to demonstrate credible environmental action (from audiences, partners, and regulators alike) the risk of making misleading or unsubstantiated “green” claims has never been higher. This is where the Green Claims Code comes in.

In this article, we break down the Green Claims Code key rules, explaining what they mean, why they matter, and how your organisation can stay compliant while still telling a powerful sustainability story.

What Is the Green Claims Code?

The Green Claims Code is guidance issued by the UK’s Competition and Markets Authority (CMA) to help businesses ensure that any environmental claims they make are accurate, clear, and not misleading.

It applies to all sectors, but it’s particularly relevant in industries like live events, broadcasting, and touring, where sustainability messaging is increasingly part of brand positioning and audience engagement.

Whether you’re promoting a “carbon-neutral tour”, “eco-friendly production”, or “sustainable festival”, the Code sets expectations for how those claims should be communicated.

Why the Green Claims Code Matters More Than Ever

Sustainability is no longer a “nice to have”: it’s a commercial, reputational, and regulatory issue.

For organisations in music and entertainment:

• Audiences are more environmentally aware and sceptical of vague claims
• Partners and sponsors expect credible ESG alignment
• Regulators are increasing scrutiny on greenwashing

Getting it wrong doesn’t just risk reputational damage, it can lead to formal investigations and enforcement action. Understanding the Green Claims Code key rules is now essential for any organisation communicating sustainability.

The Green Claims Code Key Rules Explained

The Code is built around six core principles. Here’s what each one means in practice:

1. Claims Must Be Truthful and Accurate

Any environmental claim must reflect reality.

Example:
Saying a festival is “zero waste” when only some waste streams are diverted would be misleading.

What to do instead:
Be precise. e.g. “85% of waste diverted from landfill in 2025”.

2. Claims Must Be Clear and Unambiguous

Avoid vague or broad terms like:

• “Eco-friendly”
• “Green”
• “Sustainable”

These can mean different things to different people.

Best practice: Explain exactly what you mean and what action has been taken.

3. Claims Must Not Omit or Hide Important Information

You must present the full picture, not just the positive parts.

Example:
Promoting a “low-carbon event” without acknowledging major emission sources (like international travel) could be considered misleading.

4. Comparisons Must Be Fair and Meaningful

If you compare your environmental performance, it must be:

• Like-for-like
• Based on relevant data
• Clearly explained

Example:
“30% less energy than our 2023 event”, but only if conditions are comparable.

5. Claims Must Consider the Full Lifecycle

Environmental impact isn’t just one moment, it’s the whole lifecycle.

For live events, that might include:

• Production
• Transport
• Energy use
• Waste
• Audience travel

Key takeaway: Avoid highlighting one positive element while ignoring larger impacts elsewhere.

6. Claims Must Be Substantiated

You need evidence to back up what you say.

This could include:

• Carbon calculations
• Supplier data
• Certifications
• Independent verification

If you can’t prove it, you shouldn’t say it.

Common Mistakes in the Music and Events Industry

Even well-intentioned organisations often fall into these traps:

• Using headline claims like “carbon neutral” without explaining offsets
• Overstating sustainability achievements for marketing impact
• Failing to update claims as data evolves
• Relying on supplier claims without verification

These are exactly the types of issues the Green Claims Code key rules are designed to address. 

Here at Hope Solutions, we work with festival organisers, production teams, artists, and supply chain managers to help them avoid common pitfalls when making environmental claims, ensuring their sustainability messaging is accurate, credible, and fully aligned with the Green Claims Code.

How to Apply the Green Claims Code in Practice

To stay compliant, and credible, organisations should:

Build Internal Alignment

Ensure marketing, production, and sustainability teams are aligned on what can be claimed.

Document Everything

Keep a clear audit trail of:

• Data sources
• Assumptions
• Methodologies

Be Specific, Not Vague

Replace broad claims with measurable statements.

Review Regularly

Sustainability performance evolves: your claims should too.

Prioritise Transparency Over Perfection

Audiences respond better to honest progress than exaggerated claims.

Turning Compliance Into a Competitive Advantage

The Green Claims Code isn’t just about avoiding risk, it’s an opportunity.

Organisations that communicate sustainability clearly and credibly can:

• Build stronger audience trust
• Strengthen partnerships and sponsorships
• Differentiate in a crowded market

In a space where greenwashing is increasingly scrutinised, credibility becomes a powerful asset.

Final Thoughts

The Green Claims Code key rules are reshaping how organisations talk about sustainability, especially in industries like music, media, and entertainment, where messaging plays a central role.

Getting it right means more than ticking a compliance box. It’s about building trust, demonstrating integrity, and contributing to genuine environmental progress.

At Hope Solutions, we work with festival organisers, production teams, artists, and supply chain partners to ensure their sustainability claims are not only compliant, but credible and impactful.

If you’re making sustainability claims, now is the time to ensure they stand up to scrutiny, and to approach them with the clarity, evidence, and confidence that today’s audiences expect.